Meta’s identity represents openness, connection, and constant evolution. The brand system was designed to express that spirit — a framework built for clarity, adaptability, and scale across every product and platform. It balances consistency with freedom, allowing teams to communicate a unified story while adapting to local and contextual needs.
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The project required deep, focused brand-system thinking. Over two years, our team refined and expanded the system as the brand evolved, ensuring it remained flexible, precise, and distinctly Meta.

Agency: Saffron