It's because they learned from how other dotcoms failed to capitalize on acquisitions by plastering their brand all over them and making them an appendix of the

It's because they learned from how other dotcoms failed to capitalize on acquisitions by plastering their brand all over them and making them an appendix of the mothership, that would then usually wither and die. The most lucrative decision that Facebook ever made was not messing with Instagram, but keeping it as its own separate brand. And with that goes that it should have its own visual identity. Then they just applied the same thinking on several of their other properties.