By Adam 
Topline
Facebook covered the sign at its Silicon Valley headquarters Thursday Bloomberg, seemingly confirming a prior report that Facebook CEO Mark Zuckerberg will announce a name change for the company Thursday afternoon, potentially an effort to rebrand amid intense scrutiny into the company’s practices.
The iconic sign at the Facebook headquarters is likely to be getting a facelift. (Photo by Michael … [+]
The Key Facts
Bloomberg reports Facebook’s company sign was covered with a temporary canvas adorned with a thumbs-up logo, hiding the Facebook name from view, at 10 a.m. EDT.
Security guards are also available addedA barrier should be placed in front of the area.
Zuckerberg will be the keynote speaker at the Facebook Connect Conference Thursday, which begins at 1 p.m. EDT and will discuss the company’s augmented and virtual reality operations.
The Verge had first reported Zuckerberg’s plans to announce the anticipated renaming October 19, though the company’s actions Thursday are Facebook’s first public acknowledgment of it.
Facebook hasn’t responded to SME’ request for comment yet.
What to Look Out For
What Facebook’s new name will be. The Verge speculated that it may “signal the tech giant’s ambition to be known for more than social media and all the ills that entail.”
Tangent
The name change will come as Facebook faces significant negative press, as numerous news organizations run the “Facebook Papers” series that calls into question how Facebook handled misinformation and dangerous activities on its social media platforms.
Further Reading
Here Are The Biggest ‘Facebook Papers’ Charges: Zuckerberg Caves To Communist Government And Lets Celebrities Break The Rules, More (SME)
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