Instagram has changed its logo in a full redesign of its mobile app, getting rid of its vintage camera logo and saying hello to a new, minimalist yet ultra-colourful look.
The refreshed brand identity rolled out this week, featuring the flat logos, gradient colours and a simpler, white-space style interface.
The head of design at Instagram said the new app icon is merely an extraction of the original in a refreshed format.
“As a part of our process, we also asked people at the company to draw the Instagram icon from memory in 5 seconds,” Splatter said in a blog post. “Almost all of them drew the rainbow, lens and viewfinder.”
You’ll also see updated icons for Instagram’s other creative apps, Layout, Boomerang and Hyperlapse.
But rather than us rabbit on, spend 55 seconds inside the minds of Instagram instead:
As for the user experience on the iOS and Android apps, the interface changes don’t include new features or filters, nor has there been a shift in where all the buttons and menu options live, merely more white space, less clutter.
“We believe the colour should come directly from the community’s photos and videos,” Splatter added. “We stripped the colour and noise from surfaces where people’s content should take centre stage.”
But it’s not striking a chord with everyone, and creative editor for AdWeek magazine Tim Nudd has already stepped out and asked, “Can we change it back?”
“It’s a very forgettable image that will get lost on people’s phones amid the thousands of other similarly uninspired designs of most tech apps.”
Twitter of course has thrown its two cents in as well. Some have been kind…
instagram’s new update tho ????
— Dewanie Catapang. (@waniedoo) May 11, 2016
Living for this new Instagram update ? ?❤
— Cristian Oliveras (@JustMeCristian) May 11, 2016
OOOH I like the new Instagram, it’s so colourful.. Yet so white.. OHHHH THIS IS EXCITING! Bye bye brown ??
— GABRIELLA (@velvetgh0st) May 11, 2016
Others not so much…
the new instagram update is so ugly
— yaniris (@Ii0ness) May 11, 2016
instagram just updated by itself EWWWWW ITS SO UGLYYYY
— Luna (@subtextfantasy) May 11, 2016
— Andy Baio (@waxpancake) May 11, 2016
Don’t update Instagram it’s a Skittles mess.
— Superhero Feed (@SuperheroFeed) May 11, 2016
super impressed with all the time & hard work that went into redesigning the Instagram logo pic.twitter.com/Qcqbl97Flx
— Common White Girl (@CommonWhiteGirI) May 11, 2016
The new Instagram logo is worse than cargo shorts ???
— YA BOY WHALE (@YABOY_WHALE) May 11, 2016
Instagram changes logo and the internet says: pic.twitter.com/NgJfyGI35x
— Stephanie Patrick (@CordyPatrick) May 11, 2016
How the new Instagram icon was made. pic.twitter.com/GnivZv81pW
— Oliur (@UltraLinx) May 11, 2016
Activation Union is thrilled to announce the appointment of Bree Mankin as Managing Partner. In this pivotal role, Bree will spearhead the agency’s growth initiatives and client strategy, leveraging her extensive experience and innovative approach in delivering exceptional results for her clients. With over two decades of experience in marketing and communications, Bree is a […]
What do you do when the market dominated by the US fast food giants continually steals attention through marketing spend? You shortcut the decision process with a piece of creative technology that lets your stomach order on your behalf in the moment of hunger. Australia’s first and favourite chicken shop Red Rooster (Reds) has launched […]
Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign. Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of […]
Canva has announced its very first podcast: Design Surfaces. Covering all areas of design, from brand campaigns to UX flows, the podcast digs deep into the intricate parts of designers’ brains to unearth valuable insights, unique perspectives, and what makes them tick. The Design specialty at Canva is made up of some of the most […]
Pepsi’s new look took flight worldwide on 1 March, taking over iconic global locations in celebration of its first major global redesign in fourteen years. The new logo and visual identity will be unveiled throughout Australia across all channels from March 2024. To mark the brand’s refresh, Pepsi has activated over 120 CGI moments across […]
SBS is searching for its most daring, unflinchingly fearless and boundary-smashing factual format yet, issuing a call out for impactful ideas for new documentary series unlike anything seen on Australian screens before, with up to $50,000 in development funding on offer. Announced this morning at the Australian International Documentary Conference (AIDC) in Melbourne, SBS is […]
Full-service media agency Resolution has appointed Sarah Truong as head of investment to lead the agency’s investment product. Sarah joins from PHD where she was Group Investment Director for half a decade. With 14 years’ experience in the media industry including seven years at media agency, Carat, Sarah a proven track record for delivering results-driven […]
Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign, Brisbane Favours the Bold, this week, appealing to those who search for the unexpected to discover the new Brisbane. Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, […]
Are Media, Australia’s leading omnichannel content company for women, today unveiled the keenly anticipated first issue of the new ELLE Australia magazine. The 244-page Bright Young Things issue – featuring actor Sophie Wilde on the cover – clearly stamps ELLE Australia as the fashion bible for smart, stylish Gen Z and millennial women who love […]
The Sydney Roosters are facing a huge amount of fallout over allegations that Spencer Leniu made an on-field racial slur against Broncos player Ezra Mam in yesterday’s Las Vegas season opener. Mam filed an official complaint against Leniu after the Roosters prop allegedly called the Broncos five-eighth a “monkey” on the field. Leniu tried to […]
To celebrate International Women’s Day, The Association for Data-Driven Marketing and Advertising (ADMA), has launched a new initiative to honour and spotlight the dynamic women in the marketing sector across the country. Lead image: ADMA Website This year, as the world embraces the theme #InspireInclusion for International Women’s Day on March 8, ADMA is asking […]
Stars in the ad included jockey Damien Oliver. B&T expects some in adland will get very hot under the collar.
With the Easter break historically one of the busiest on our roads, Nine.com.au and Drive today launched a month-long campaign to raise awareness of the importance of defensive driver training courses. Too many young drivers are killed or injured on our roads each year. Younger drivers are the most overrepresented group in this tragic statistic, […]
Rolling Stone Australia publisher The Brag Media has today unveiled a stellar list of nominees for the 2024 Shure Rolling Stone Australia Awards, which return to Sydney on Tuesday, March 26, with a star-studded party to celebrate Aussie music. For the first time, the 2024 edition of the awards will take place at Ivy Sydney […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]