On the Internet, using uppercase letters is shorthand for shouting. And Facebook has something to say with its redesign.

The company’s new corporate logo is its name in all uppercase letters. The redesign is Facebook’s most visible attempt to distinguish the social media app and website from its eponymous corporation, which also owns Instagram, WhatsApp and other entities.

The new logo is meant to convey “optimism” while the re-branding effort is focused on “clarity,” “empathy” and “creating space,” according to a company Web page. The Facebook app will keep its current logo.

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