Why I love the new Instagram logo

I love it when designers explain their work. At Buzz, when I’m presented with a design that looks very different from what I had in mind, I’m always curious to know what lead the design team to the decisions they made. Explain it to me, sell it to me, and I’ll buy it.

The new Instagram logo created much debate when it was launched earlier this week: people tweeted that it was too abstract, too simple, too generic, too flat. Or that they simply really liked the old one.


That’s why I loved Instagram’s Head of Design Ian Spalter’s Medium post on the change. Here are some of my favorite parts of the reasoning behind the new brand identity:

  • Brands, logos and products develop deep connections and associations with people, so you don’t just want to change them for the sake of novelty.

    – exactly! Changes like this must answer a need, one that comes from the business, the consumer or the brand as an entity.

  • As a part of our process, we also asked people at the company to draw the Instagram icon from memory in 5 seconds. Almost all of them drew the rainbow, lens, and viewfinder.

    – super interesting insight and exercise.

  • Our family of apps — Layout, Boomerang, and Hyperlapse — also have a new, unified look. We carried the gradient through each icon, and designed them on the same grid to make the system feel cohesive.

    – this needed to be done. While Layout, Boomerang and Hyperlapse’s identities were super aligned, it wasn’t clear by their logo design that they belonged to the Instagram family.

  • We stripped the color and noise from surfaces where people’s content should take center stage, and boosted color on other surfaces like sign up flows and home screens.

    – my favorite part of the redesign: simplicity and boost, each one applied exactly where they’re needed.

As the Guardian puts it:

Love It Or Hate it, Instagram’s New Logo Is So Internet Right Now.

And I really like it!