Instagram refreshes its brand after a decade, putting creators at the center

Instagram unveils its first major brand refresh in over ten years, shifting from a single iconic mood to a flexible, creator-focused identity. The redesign preserves the script wordmark while refining typography (Instagram Sans and Instagram Sans Mono), introduces Instagram Pen, and uses a viewfinder motif to emphasize image-making. The color palette becomes more restrained, with subtle light-leak gradients, so the community’s content remains the focus rather than the brand itself.