At the end of last week, Snapchat launched its first physical product. It is called Spectacles and is a pair of glasses with a camera, similar to Google Glass, except stylish, affordable and purchasable. At the same time, company behind Snapchat changed its name. It is now simply "Snap Inc."
Keeping 'Snap' in the name maintains some familiarity, but enables the company to be about more than one product, as explained by a blog post. Visually, corporate seriousness is expressed through a serif wordmark, with Snapchat's vibrant yellow still dominating the austere website.