In 2013, Mark Zuckerberg made an important and little-noted design decision about his website: He dropped the “acebook.” All that remained was an extremely modest logo, a box tens of pixels high containing that familiar lowercase “f”. Look at your Timeline today, and the only place you’ll see the full name of the company is at the bottom, in tiny grey text next to the copyright symbol
Was Zuck becoming modest in his late 20s? Hardly. It was a shrewd psychological tactic: Facebook is ubiquitous, that tiny “f” said, and so famous we don’t even need to mention it. Just look at its apps. If I say “Messenger,” there’s no need to brand that with the F-word: You know exactly what app and service I’m talking about. We saw the kerfuffle when the company closed out its first decade by releasing an app called Paper, despite the fact that there’s already a very popular app called Paper. Read more…
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