Context

In 2021, the parent company for Facebook, Instagram, Whatsapp, and Oculus was rebranded to Meta. This brand was launched with minimal visual systems in place. Since then, me and my team have been working on expanding our brand lanugage in a number of important ways, including system iconography, app icons, and illustrations. These systems have largely not launched publicly. Much of what is seen here is in progress.

1. System Iconography

Iconography represents a foundational thread through so many brand touch points. While icons are an opportunity to infuse brand personality into an experience, within business products, the functional role of icons is much more critical. We are building a functional iconography library, built using the same subtly rounded DNA as our logo and custom typeface to unify all Meta-led experiences.

2. Sub Brand App Icons

While most people are familiar with the Meta family of apps (Facebook, Instagram, etc.) there are a number of important products offered by Meta for more specific audiences. We are working on a unified language for branding these apps that both celebrates their unique value while connecting them strongly to the Meta parent brand.

3. Illustration

Across Meta-led experiences, illustration plays a fundamental role in educating and delighting users. With such a diverse set of storytelling needs, we are developing a flexible system for illustration that will adapt to different product or audience needs.

Our four illustration imperatives act as the guiding visual principles that unite our style across experiences. Across Meta-led experiences, illustration plays a fundamental role in educating and delighting users. With such a diverse set of storytelling needs, we are developing a flexible system for illustration that will adapt to different product or audience needs.

While we have developed a broad stylistic range for the company as a whole, we are now honing in on how the system will come to life in business products specifically.