Instagram has rebranded with a new identity that draws from the platform’s history while embracing continued evolution. The design sees two major changes. The first is a vibrant update to its existing gradient motif using a 3D modeling process to make it feel illuminated and alive. The second, is the introduction of a new typeface, Instagram Sans, which embodies the rounded corners of the brand’s wordmark and logo.
Prioritizing legibility, the looping typeface is full of quirks and references to the Instagram script wordmark, while embracing the spherical traits of the Instagram logo. “We knew we wanted the typeface to work harmoniously with our logo, but it was really one of those aha moments when we unlocked the story of literally referencing its’ form,” explains Cynthia Pratomo, Instagram from Meta creative director.
“Those in-between moments of a perfect circle and a square, which we lovingly call the squircle, show up throughout the typeface.” Multiple global scripts, including Arabic, Thai and Japanese, are also included. “We imagined [Instagram Sans] as a contemporary but timeless remix of typographic styles – it’s neither traditional geometric or grotesque,” explains Instagram’s Daniel Soedderstedt. You can play around with the new fonts here.
The new design system puts content at the center, with a focus on simplicity and self-expression. The new marketing layouts for Instagram showcase full-screen imagery, reference the in-app experience and celebrate the creativity inherent in the Instagram community.
