Instagram unveils a redesigned wordmark

Instagram introduced a new wordmark on Thursday — the text-only logo that spells out the company’s name — arguing that the previous version felt dated after a decade in use. The change was announced by Instagram head Adam Mosseri on both Instagram and Threads, where he described the new logo as “sharper and more modern” while still referencing the original and keeping its simplicity.

People can be averse to change when it comes to brands and their familiar logos, and Instagram’s refreshed design has drawn a mix of compliments and complaints, with some users praising the fresher look or the font choice. Plenty are also joking that the logo now reads “Instagzam” because of the shape of the font’s “r.” Still, the name “Instagram” is recognizable enough that most people will immediately know what it says, despite the artistic flourishes.

The wordmark’s font recalls cursive writing, adding old-fashioned curves to the “s,” “r,” and “g” as well — an interesting choice given that younger generations are largely no longer learning cursive, and may not immediately recognize that the shape resembling a small boat’s sail is actually an “s.”

The last time Instagram updated its design was in 2016, when the company moved away from its classic brown camera with a rainbow stripe to the colorful pink gradient icon that remains today. Meta has not yet responded to a request for further comment about the redesign, or whether other design changes — like a new app icon — are coming.

Why it matters

A wordmark change is a small move, but it signals Instagram is willing to touch one of its most recognizable brand assets after a decade of stability — worth watching for hints of further design changes, like a new app icon.