Instagram just gave its look a little makeover. The platform has refreshed its logo for the first time in a decade, trading its familiar cursive-style lettering for something cleaner and easier on the eyes.
The new wordmark keeps the playful curves but feels more streamlined, especially around the “s,” “r” and “g”.
The colourful camera icon remains unchanged, but that’s not where the refresh ends. Instagram is also updating its fonts, animations, layouts, and other parts of the app to align with the new direction.
The company describes it as a new brand identity and a “forward-looking evolution that honors our roots”, with users set to “see a refreshed wordmark and new brand system” designed to celebrate its community’s creativity while staying true to Instagram’s heritage.
In a blog post about the new look, Meta says: “Instagram is a place where billions of people worldwide share, get inspired and explore their interests. It’s been over 10 years since we refreshed our brand identity. As the ways people use Instagram have evolved, our values around creativity and connection have remained. Our new wordmark elevates simplicity, creativity and connection. It was important to craft a mark that still makes Instagram feel like Instagram, while introducing something to carry us into the future”.
The post continues…
The team explored hundreds of directions: from all-caps, to camera concepts, to literal handwriting. We kept coming back to what’s always been special about Instagram: the magic of crafted script. It modernizes the brand while keeping that warmth; our hope is that it feels personal, confident and unique. “Script reflects individuality, so referencing that felt right. The new wordmark is bolder and simpler, with touches of unexpectedness. It cues individual expression, a personal voice, both of which have always been core to Instagram,” said Jasmine Probst, Director of Product Design, Instagram.
