Meta / Corporate Brandbook English / working reference

Corporate Identity

Meta Corporate Brandbook

Approved company identity for presentations, formal partnerships, and company-level stories.

Role Company brand

Mode Open, calm

Use Approved only

Not a product logo. Not a Facebook substitute.

Brand Platform One clear job for the corporate brand

Role

Meta is the company brand. Product brands stay product-first.

Use Meta when

company authorship matters
several products need one company header
the relationship with Meta must be explicit
the message is corporate, not product-first

Do not use Meta for

Facebook substitution
product takeover
decorative brand wallpaper
implied endorsement without approval

Desired read

Calm. Deliberate. Technically confident.

Operating Model When Meta leads and when it does not

Use Split

Three questions decide where the corporate brand belongs.

Meta leads

company overviews
company-level stories
corporate presentations
company announcements

Products lead

consumer acquisition
feature launches
product education
in-product use

Facebook Instagram WhatsApp Messenger Threads Meta Quest Ray-Ban Meta

Approved shared contexts

formal partnerships
editorial and news
approved advertising
packaging or scripted references

Logo Master Official lockups only

Master Asset

Use the official company lockup exactly as supplied.

Positive Primary Default light-surface lockup.

Negative Primary Use on dark stages.

Mono Black Fallback on quiet light surfaces.

Mono White Fallback on high-contrast dark surfaces.

Selection rule

Choose the supplied variation that preserves contrast. Do not redraw, recolor, or rebuild it.

Asset rule

Treat the approved company brand pack as the source of truth.

Canonical mark Public Meta company brand reference

Logo Rules Protection and approval in one place

Rules

Protect the mark with official spacing, minimum size, and approved context.

Minimum size Never below 12px / 5mm

Clear space Defined by doubling symbol height

Approval is required

All logo usage requires approval. Requests are processed in English.

Use only in approved contexts

Public guidance covers formal partnerships, editorial and news use, packaging, and approved advertising.

Critical exclusion

The Meta logo should not be used to represent Facebook.

Incorrect Usage Fast rejection rules

Do Not

If the usage breaks authorship, approval, or clarity, it is wrong.

Wrong role

Using Meta as a Facebook substitute

The company mark cannot replace the product identity when the subject is clearly a product.

Wrong asset

Inventing a new lockup version

If it is not in the approved pack, it is not part of the system.

Wrong placement

Collapsing clear space to fit more content

A crowded mark loses authority immediately and starts reading like a sticker.

Wrong implication

Creating false endorsement

The logo must not imply a relationship, sponsorship, or approval that does not exist.

Color System Foundation and behavior together

Color

Let the mark carry the color. Keep the stage neutral.

Meta Gradient #0064E0 → #0869E1

Wordmark Charcoal #1C2B33

White Stage #FFFFFF

Support Neutral Quiet framing surfaces

Color behavior

Neutral stage first

Most of the frame should stay quiet so the mark remains the primary signal.

Brand concentration

Blue belongs in the mark, not everywhere else

Avoid turning the whole surface into a blue wash.

Typography Stack and text hierarchy

Type

Optimistic Display carries the statement. Optimistic Text carries the operating layer.

Display role

Meta leads the company story.

Use for covers, section statements, and high-authority moments.

Section role

Approved use, not ambient decoration.

Use when a section needs hierarchy without becoming a second headline.

Body role

Use the body layer to explain a rule, context, or decision. Keep it compact and direct.

Support the headline. Do not restate it.

Caption role

Approval required / Corporate brand / Public source set

Use for labels, source notes, and legal framing.

Visual Code What belongs

Good Pattern

Give the mark space before adding expression.

Core read

Open stage. One mark. One proof.

Room to lead

Give the mark margin and a clean field.

Proof over effect

Use approved imagery, not generic futurism.

Motion stays restrained

Any gradient or motion should sharpen the frame, not become the frame.

Visual Anti-Pattern What cheapens the brand

What Does Not Belong

Avoid cheap future-tech clichés that flatten the brand.

Clutter

Too many messages in one frame

If the viewer has to decode several messages at once, the frame is already broken.

Noise

Decorative tech texture as a habit

Particles, grids, and generic digital noise make the work feel less confident.

Substitution

Fake product proof

When a surface needs product evidence, use the right product brand and real product proof.

Over-styling

Blue everywhere, all the time

The official color works best when it stays precise. Flooding every surface with blue removes that precision.

Asset Direction Source ladder and evidence bank

Evidence

Use approved assets and public references. Do not rebuild the brand from guesses.

Preferred source ladder

official company brand pack
public Meta logo diagrams and references
public company imagery
real product brands where a product must lead

Avoid substitutes

reconstructed logo files
guessed approval rules
fake UI standing in for product proof
cropped visuals with no rule role

Carrier Formula How to build a Meta frame

Construction

A Meta-branded frame should read in four moves.

Company-authored frame

One statement. One proof. Clear company authorship.

1 Authorship

2 Statement

3 Proof

4 Approval

01

Authorship first

Make the company source readable immediately.

02

One short statement

Use one compact claim, not stacked explanation.

03

One proof layer

Add one supporting image or approved visual.

04

Approval context

Keep the final surface inside a valid use case.

Do not make one frame behave like a product page, a guideline, and an ad at the same time.

Format System How the code adapts by channel

Formats

The same brand rules should work across decks, editorial, partner pages, and handoff docs.

Deck opener

Large mark, one statement, one image

Use for executive presentations and company overviews.

Editorial tile

Quiet label, restrained headline, clean proof

Use for news, editorial packaging, and company-level stories.

Partner page

Explicit relationship, intact lockup, approval path

Use only when the Meta relationship must be explicit and authorised.

Guideline sheet

Logo, rule, source-backed reference

Use for handoff and brand docs where approval matters more than campaign energy.

Summary Formula Handoff checklist

Before Export

Six checks before export.

Correct context

Company-level, editorial, or formally partnered.

Correct lockup

Approved pack. Standard variation.

Protected spacing

Minimum size and clear space still hold.

Quiet stage

Enough neutral space to let the mark lead.

Real proof

Official, current, and useful.

Approval path

Real approval path, not assumption.

Approval And Sources Final non-negotiables

Final Rule

Use the Meta mark only from the official pack, in the right context, with approval.

Non-negotiables

all Meta logo usage requires approval
do not use the Meta logo to represent Facebook
do not alter the lockup or create new variants
do not imply endorsement through confusingly similar marks

Working deck from public Meta company brand materials. It does not replace formal approval.

meta.com/brand/resources/meta/company-brand/ meta.com/about/ about.fb.com/news/2021/10/facebook-company-is-now-meta/