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Facebook is rebranding itself as “Meta” as it aims to transform itself over the next ten years into a metaverse company.

“Now we have a new North Star,” CEO Mark Zuckerberg said during the VR developer conference Connect on Thursday. “From now on, we are going to be metaverse first, not Facebook first.”

The move signals a shift in strategy towards what Zuckerberg views as the next digital frontier –a merging of virtual worlds in which interoperable virtual experiences and social media collide. Critics say that the platform is also distancing itself from its controversies around spreading misinformation and hate speech. The platform’s family of apps – Facebook, Instagram, WhatsApp and Oculus – will now fall under the Meta umbrella. The rebrand comes with a new blue logo shaped like a frowning infinity symbol.

Brands reacted to the new name change on social media with some – like Wendy’s and GymShark – going so far as to change their Twitter handles to their own versions of Meta to standout on the platform as the topic was trending. It’s so very…meta.

We’ve rounded up some of the best brand memes around Facebook’s rebranding:

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