Instagram has introduced its first visual refresh in 10 years, led by a redesigned wordmark and three custom typefaces. Platform head Adam Mosseri said the new wordmark is meant to look more modern while keeping original elements and the simplicity and craft long associated with Instagram.
The new wordmark keeps its script base but revises key letterforms
The updated Instagram wordmark retains part of its script structure, but the line work has been adjusted. Loops within the strokes are tighter, and the connected lettering remains in place. Most of the visible refinement is concentrated on the letters “s,” “r,” and “g,” while the rest of the characters stay closer to the previous version.
Jasmine Probst, Instagram’s product design director, said the team tested hundreds of directions before settling on the final design. She said handwriting best reflects individuality, which is why the team chose to preserve that concept and pair it with a more contemporary look.
Meta also released a new visual identity guide
Alongside the wordmark update, Meta’s design team published a new brand visual guide. It includes an updated version of Instagram Sans, plus two newly introduced fonts: the handwritten Instagram Pen and the monospaced Instagram Mono. The report said all three are proprietary Meta technologies and will not be licensed externally.
Instagram also updated parts of its interface, motion system, and layout to improve smoothness. May Hartono, Meta’s brand design director, said the redesign was intended to place creators’ creativity at the center.
App icon stays the same as debate spreads across social media
Even with the broader brand identity overhaul, the app icon on smartphone home screens has not changed. In June this year, the company invited six artists to create alternative icons: Zipeng Zhu, Uzo Njoku, Haruko Hayakawa, Humberto Cruz, Pablo Rochat, and Felipe Pantone.
The new wordmark quickly drew heavy discussion after it was revealed. Some users said the redesigned “r” can be mistaken for a “z,” leading to online jokes about “Instagzam.” Reaction within the design community has also been split. Some designers praised the sharper script treatment, while others said they did not like the combination of handwritten and sans-serif elements.