Facebook's new wordmark includes colours that cycle through, showing off the various brands that the company owns.
So Facebook - excuse us, FACEBOOK - owns Instagram, Whatsapp and Messenger.
The main Facebook app and website will retain its familiar blue branding.
The new logo will also be seen on the settings page of the app.
Facebook said the brand change was being carried out to better communicate its "ownership structure" to people and businesses who use it.
They write: "Today, when people hear "Facebook" they think of the Facebook app". Even Chris Hughes, Facebook's cofounder, has called for regulators to break up the company, and has launched his own fund to support academic research and policy on antitrust matters.
Instagram and WhatsApp, for example, once operated very independently, but the co-founders of both companies have left in the past 18 months as that autonomy started to fade.
According to the company's blog post, written by chief marketing officer Antonio Lucio, the decision was made "to be clearer about the products that come from Facebook".
"We needed to be more transparent with our users in showcasing that everything is coming from the same company".
Its messaging applications WhatsApp and Messenger are each used by more than a billion people.
Since its begin as a social networking utility 15 years in the past, Fb has acquired Oculus digital actuality gear firm in addition to Instagram image-based social community. This change will not affect the social media platform or its app.