Hey Facebook, about the new logo: All caps are ugly, shouty, and anti-Gen-Z

GERARD JULIEN/AFP/Getty Images

All-caps will always look like yelling.

• Facebook announced a new logo on Monday.
• The new logo - which reads FACEBOOK in all-caps - will be used for a "company brand" that encompasses products within Facebook's portfolio, like WhatsApp and Instagram.
• The all-caps branding seems like a direct affront to millennials and Gen-Zers. Lowercase letters aren't just "chiller" - they're easier to recognize.
• Put plainly, all-caps is harder to read, and to anyone who uses the Internet regularly, it looks like shouting.
• The logo also constantly announces the presence of Facebook, the center of a wide variety of societal stresses, across its products.
• Visit Business Insider's homepage for more stories.

On Monday, Facebook announced it would be rebranding its corporate logo. The new brand is an all-caps FACEBOOK.

The new logo, however, could be off-putting to the millennials and Gen Zers who are addicted to the social media giant's products. Put plainly, all-caps is harder to read, and to anyone who uses the Internet regularly, it looks like shouting.

To see how jarring all-caps can be, CONSIDER THAT TEXT LIKE THIS DOES NOT FEEL LIKE A WELL-RESEARCHED ARTICLE, BUT INSTEAD JUST SCREAMING.

FACEBOOK is, according to a Facebook newsroom release, a new "company brand" that will encompass all of Facebook's products - it's separate from the Facebook app, which will retain its own branding.