Instagram refreshes its wordmark, nearly a decade after last redesign

Instagram on Thursday refreshed a key part of its visual identity with a new wordmark, replacing the text-based version of its logo that had been in use for nearly a decade.

Instagram head Adam Mosseri announced the change on Instagram and Threads, describing the updated wordmark as “sharper and more modern”. The redesign retains elements of the platform’s familiar identity while giving the lettering a more stylised appearance.

The updated typeface features flowing, curved forms, particularly in letters such as “s”, “r” and “g”, giving the wordmark a look reminiscent of cursive handwriting.


The change has drawn mixed reactions online, with some users praising the fresher appearance and font, while others have poked fun at the shape of some letters. One recurring joke is that the redesigned lettering makes “Instagram” look like “Instagzam”.

The wordmark refresh comes nearly a decade after Instagram’s last major visual overhaul. In 2016, the platform replaced its original brown camera logo with the colourful pink-gradient icon that remains associated with the app today.

The latest change, however, is focused on the wordmark rather than the app icon. Meta has not yet commented on whether the redesign will be followed by other changes to Instagram’s visual identity, including a possible update to its app icon.