Instagram has unveiled a refreshed brand identity as the social media platform moves to give its visual presence a more contemporary feel while preserving the creative character that has long defined the brand.

At the centre of the revamp is a redesigned Instagram wordmark, marking the platform’s first major change to the lettering in almost a decade. Rather than overhaul its entire visual signature, Instagram has taken a more measured approach by updating the wordmark while retaining its instantly recognisable multicoloured camera icon.

The move, according to the platform, reflects its continued focus on creativity, individuality and self expression. These principles have shaped Instagram’s identity since its emergence as a visual first social network, and the latest redesign seeks to bring them into a more modern design language.

Beyond the wordmark, Instagram has also broadened its visual system with new typefaces, including Instagram Pen and Instagram Mono. At the same time, the platform has refined the way it applies its familiar gradient palette, giving its wider design language a more polished and consistent appearance.

However, the redesign has not gone unnoticed by the platform’s global community. While Instagram presents the new wordmark as a cleaner and more contemporary interpretation of its identity, some users and designers have raised questions about how easily the updated lettering can be read.

Still, by keeping its signature camera symbol intact and concentrating the biggest change on its typography and supporting design elements, Instagram is signalling an evolution rather than a complete departure from the identity users already know.