Instagram’s first major brand refresh in over a decade reflects how the platform and its community have evolved. As Instagram expanded beyond a photo-sharing app into a global space for creativity, culture and connection, the identity needed to grow with it, creating a more flexible system capable of supporting an increasingly broad range of voices, formats and moments.

The refreshed system shifts the brand from explaining what Instagram is to expressing what it stands for: championing everyday creativity and the people behind it. Rooted in the language and rituals of image-making, the identity introduces a refined wordmark, evolved typography, a more intentional approach to the iconic gradient, and tactile graphic devices inspired by viewfinders, contact sheets and annotations. Together, these elements create a restrained but expressive foundation designed to elevate creator content rather than compete with it, giving Instagram a system that feels more human, adaptable and reflective of how people create today.

Creative Direction: Christy Silva Design: Lynn Oh, Dorian Dreyfuss Project Management: Megan Siewert, Steph Miles, Gabi Lovelace

Services: Brand System, Art Direction, Motion