This is the clear demarcation of the logos according to the company. They expect us to think of Facebook, written in lowercase, as the App and FACEBOOK, written in uppercase, as the parent company. Well, it’s a pretty far-fetched goal. I still believe, people remember / associate with the name itself than the way it looks but I guess we should give it a while to see how it exactly pans out.

Three theories, I generally believe in, in about going all-uppercase in typography and how it is played out in the logo design:

To create an impact and/or to assert it’s place in the design — They clearly want the word to be subtly loud and not get lost in the fineprint of the page.

To create a heading or category name where it implies it encompasses some entities under it — That is their ultimate goal, to say that FACEBOOK is the parent and the app you’re using is a subsidiary from the company.

To make small design elements (stuff which occupies less space) gain more importance — Anything put in the uppercase does get some special attention from us and considering that they’re going to put it in some corner, they want to increase its impact

With these three points in mind, I request you look at the images below. You should be able to see it in a different light.