Snapchat, the popular social network startup that lets users send each other photos that quickly disappear, has given its logo a facelift.
Since launching in 2011, the Los Angeles-based company has been known for its logo of a ghost making a silly face by sticking its tongue out. But earlier this week, Snapchat rolled out an app update for its Apple users with a logo that shows a face-less ghost.
The startup on Thursday told users that the change was not an accident.
"Many of you have noticed that in our latest iOS update, v5.0 Banquo, our mascot no longer has a facial expression," the blog post said. "This isn't because we forgot the face - it's because you are the face of Snapchat."
"Letting go of the silly grin means that our mascot gets to have all sorts of fun expressions and personalities - reflective of the diverse experiences shared by the members of our community," the blog also says.
The logo change comes amid a legal challenge as to who exactly founded the company.
A South Carolina man who also studied at Stanford at the same time as Snapchat's founders has sued Snapchat, claiming he was one of the co-founders. In the lawsuit, Frank Reginald Brown IV says he helped create Snapchat but was forced out of the company by Bobby Murphy and Evan Spiegel, the app's listed co-founders. Among his contributions to the company, Brown listed designing the Snapchat Ghostface Chillah logo.