Instagram Refreshes 10-Year-Old Wordmark, Rolling Out New Branding Globally
Updated
Updated · Marketing Interactive · Aug 17
Instagram Refreshes 10-Year-Old Wordmark, Rolling Out New Branding Globally
3 articles · Updated · Marketing Interactive · Aug 17
Summary
Instagram has begun a global rollout of its first wordmark update in 10 years, keeping its signature script but redrawing the lettering for a cleaner, more contemporary look.
Meta said its design team tested hundreds of alternatives before returning to the script style, while extending the refresh to subtler gradients, new motion and layouts, Instagram Sans, and two new typefaces.
Adam Mosseri said the app header had been unchanged for a decade and was due for a refresh; the wider identity system will continue rolling out through 2026 and beyond.
Brand and agency executives largely called the change a natural evolution that preserves recognition by leaving the camera icon untouched, though several argued a logo update alone does not meaningfully reflect how Instagram has changed.
KitKat and ChatGPT quickly parodied the new handwritten look online, underscoring how even a modest redesign can generate fresh attention for a mature brand.