Instagram has implemented a change to its text logo, which is displayed at the top of both the application and the website. The previous, more cursive font has been replaced by characters with a considerably more traditional format.
Instagram has implemented a change to its text logo, which is displayed at the top of both the application and the website. The previous, more cursive font has been replaced by characters with a considerably more traditional format.
Adam Mosseri, who is responsible for Instagram, justified the update in a post on the social network, stating that the text logo at the top of the app had not been changed for ten years, making modernization necessary. He described the new look as cleaner and more contemporary, while maintaining references to the original design, aiming to convey the simplicity and artisanal touch that has always characterized Instagram.
The new emblem, presented by Mosseri, has a more minimalist and modern appearance, using sans-serif typography. Although the executive mentioned references to the initial version, he likely refers to the letters 's', 'g', and 'r', which retained a less conventional design, featuring curves that evoke a cursive font.
Historically, the first text logo of Instagram, launched in 2010, used a handwritten font. An initial modification occurred in 2013 when Meta (then known as Facebook) began to soften the letter strokes, followed by minor adjustments in subsequent years. The logo's appearance remained unchanged since 2016.
It is important to note that the graphic icon of Instagram has remained constant. Its early iterations were quite detailed, reminiscent of an instant camera, following the trend of skeuomorphism of the time. In 2016, Meta made a drastic redesign, simplifying it to just the basic lines of body, lens, and viewfinder on an orange-to-purple gradient background. The most recent adjustment occurred in 2022, introducing lighter and more saturated colors.
The new visual identity generated diverse reactions in the comments section of Mosseri's post. One user expressed doubt about the letters referencing the old design, suggesting it looked like 'Irvstagzam', while other comments included 'Instagzam' and 'Instazam'. Other expressions included phrases such as 'if it ain't broke, don't fix it' and 'I had a stroke looking at this'. However, there were also users who praised the change, such as one who commented: 'Congratulations to the design team! It looks familiar and updated at the same time!'
The initial goal of creating Instagram has changed significantly. Initially, the platform was a place where users primarily shared photos. However, with the changing times, the emergence of TikTok, and the influence of Snapchat, Instagram began integrating short video features. As a result, photos gave way to short videos, leading to increased time spent by users in the app.
Instagram, which started with an image of an old camera, has transformed into one of the most recognizable social media brands globally. Throughout this journey, its logo has undergone numerous transformations. It evolved from the appearance of a real camera to a retro design, and in 2026, the company updated its wordmark after almost ten years. This raises the question: why did Instagram change its logo every time, and what was the idea behind these transformations?
The ability to instantly recognize the application by its icon, even without the name, is a huge advantage for any major brand. But achieving this level of recognition required a long journey for the Instagram logo. Interestingly, the original look of the logo bore no resemblance to what we see today.
Instagram was launched in October 2010. Its logo then differed greatly from the modern, clean app icon. It was an imitation of an old instant camera, displaying the camera body, lens, flash, and other small details. This first logo was created by Instagram co-founder Kevin Systrom. The design aimed to realistically depict the camera, which aligned with the contemporary trend in app design known as skeuomorphism—representing digital objects as real-world items.
However, this logo had a drawback: it looked too much like a real camera. Reports suggest that this forced Instagram to transition to a different design later on.
Soon after, Instagram hired designer and photographer Cole Rice. Rice developed a new icon inspired by the 1950s Bell & Howell camera. Bell & Howell was an old American company known for producing film and photographic equipment in the 20th century. This design was simpler than the previous one but retained the feel of a vintage camera. Key features included a large lens, a top viewfinder, and a central rainbow color strip.
There is a very interesting point here: at the time, Instagram was mainly a photo-sharing application, and one of its key features was photo filters. Users used Instagram to give their new pictures the look of old film and old cameras. Therefore, the retro camera-style logo was not just a beautiful design; it was directly connected to the product of Instagram during that period.
In 2011, Instagram slightly modified this camera icon. Additional details were added: the brightness and depth in the lens increased, textures resembling leather appeared on the top, and the rainbow strip became clearer. Thus, the camera looked more realistic than before. This logo remained the symbol of Instagram until 2016, a period of rapid platform growth, and became recognizable to millions of users. Then, in 2016, the company changed its logo again.
In May 2016, Instagram replaced the old camera icon with a very simple icon. It featured a gradient of purple, pink, orange, and yellow in the background, while the camera silhouette itself was rendered in a white line. Today, this design is so well-known that for the new generation, it is Instagram. Nevertheless, the public reaction to this 2016 change was mixed. Many preferred the old brown camera, and the new logo sparked jokes on social media, with some users calling it a change that would destroy Instagram's identity. At the time, this design shift was heavily discussed in the media.
However, the company did not make this decision suddenly. The company's then Head of Design, Jan Spalter, and his team worked on this issue for a long time. The main question facing the team was how to transform Instagram's old identity while preserving it, yet preparing it for the future. To achieve this, Instagram asked its employees to complete an interesting task: recall and draw the Instagram icon in five seconds. Most people drew three elements: the rainbow, the lens, and the viewfinder. The Instagram design team used these three elements as the basis for the new design. The full image of the old camera disappeared, but the idea of the camera, the lens, and the rainbow remained in the new design. Thus, Instagram did not erase its identity but simplified it into a simple symbol. This change affected not only the app icon; in 2016, the overall look of the entire application was also changed, and the internal interface became cleaner and black-and-white.
Instagram has changed its signature text logo, which had not been updated for about ten years. Although the new design is intended to make the look more modern and clean, debates and trolling have begun on social networks. Some users approved of the new look, while many noted that it lacks the former recognizability of Instagram. Some jokingly started calling it 'Instagzam.'
It is important to understand that the company did not announce a change to the entire app icon. The changes primarily affected the written word Instagram, which is used as a brand within the application itself. This part of the company was updated after approximately ten years.
Those who have used the service for a long time easily recognize its inscription. For the last decade, the name Instagram was displayed in a special cursive, handwritten style. Now, Instagram has changed this style. The new text mark is a combination of the old cursive design and standard printed letters. The company aims to keep the design cleaner and more modern, yet connected to the previous style.
Adam Mosseri, head of Instagram, commented on this change, noting that the text mark visible in the app had not changed for ten years, and it was time for an update. The company claims that the new design is more modern and clean while still retaining a hint of the old Instagram style. The goal is not a complete transformation of Instagram's identity, but its modernization in line with contemporary requirements.
The situation becomes interesting when a new design appears, provoking mockery on social networks due to its lettering. Many users noticed that the new name at first glance resembles 'Instagzam' more than Instagram. Some find the styling of the middle letters particularly strange. Discussions about the new text mark are actively taking place on Reddit: some consider it unsuccessful, while others note its cleanliness and modern appearance. Thus, opinions online are divided.
This is a typical problem for any large brand when changing its logo. It is not enough for the company to look beautiful; the logo must be instantly recognizable.
Instagram updated its text logo during major design changes in 2016. At that time, the overall look of the application also transformed, and the camera icon became simpler and brighter. After that, the cursive text mark of Instagram gradually became an integral part of its image. Since people saw the same design for a long time, the name Instagram became ingrained in their minds in that specific style. Therefore, even a small change in the letter style causes a strong perception of this update among people.
The company considers maintaining recognizability equally important. The Instagram camera icon remains one of its strongest recognizable features. Even when Instagram conducted a major visual update in 2016, the company did not completely eliminate the old camera idea, but merely gave it a simpler and brighter look. In this instance, the changes appear more limited: Instagram updated its writing, but did not undergo a transformation that could be considered a full rebranding of the entire application.
Adam Mosseri, head of Instagram, anticipated public reaction to the new text mark. He shared it on Threads and asked users for their opinions. As often happens with the change of logos of large brands, the internet immediately reacted: some praised the new design, some preferred the old one, and some began creating memes based on the new letters. The joke about 'Instagzam' quickly became popular on Reddit.
