Can you tell which of the logo above is Facebook's new one? It's the one on the top, which, for the most part, comprises a slightly slenderized font change. The most noticeable change is the dropping of the original logo's double-story hooked lower-case "a" for the simpler version of the letter. Designer Armin Vit explained on the Brand New division of his site Under Consideration that the new wordmark,which quietly rolled out yesterday, was conceived in-house at Facebook in collaboration with designer Eric Olson of Process Type Foundry.

You won't see it when you head over to Facebook, which continues to feature just the "F" symbol, but it will be used wherever else the brand's full name appears, such as in signage on its headquarters.

Facebook Creative Director Josh Higgins told Mr. Vit that the brand "set out to modernize the logo to make it feel more friendly and approachable. While we explored many directions, ultimately we decided that we only needed an update, and not a full redesign."

Mr. Olson is no stranger to Facebook. His typeface Klavika had been used in Facebook's original logo, designed in 2005 by Joe Kral and Cuban Council.