Instagram has introduced a redesigned version of its wordmark, marking the first major change to this part of the platform’s visual identity in around ten years. Instagram head Adam Mosseri unveiled the new design on August 13, 2026. The change affects the written “Instagram” name used inside the app and in the company’s branding, but not the familiar multicoloured camera icon that users see on their phones. The new wordmark retains elements of handwriting but combines them with more conventional printed letterforms, creating a bolder and more compact appearance. Instagram says the aim is to make the brand look cleaner and more modern while preserving a connection with its previous identity. The design team reportedly explored hundreds of alternatives, ranging from all-capital lettering to more traditional handwriting, before returning to a script-inspired approach.
The redesign quickly generated mixed reactions. Some users welcomed the more contemporary appearance, while others said certain letters are difficult to read. Particular attention has focused on the shapes of the “r” and “g”, leading to online jokes that the new wordmark looks like it says “Instagzam” rather than “Instagram”. Mosseri acknowledged that changing such a familiar visual identity would inevitably provoke debate. The new wordmark is also only one part of a broader brand refresh. Instagram is updating its Instagram Sans typeface and introducing Instagram Pen, a handwriting-inspired font, and Instagram Mono, a monospace typeface. The company is also expected to use its distinctive colour gradient more selectively across its visual system.
Instagram’s visual identity has changed several times since the platform launched in 2010. Its earliest app icon resembled a detailed retro camera, while the major redesign of 2016 introduced the simplified white camera symbol on the pink, purple and orange gradient that became closely associated with the service. That camera icon remains in place in 2026. The latest change therefore represents a redesign of Instagram’s written brand identity rather than a complete replacement of its logo. For billions of users, the colourful camera remains the platform’s most recognisable symbol, and Instagram has announced no plans to replace it as part of the current refresh.
