Instagram reveals new logo inspired by Coca-Cola

Instagram's new logo. It's different – promise.

Creating a "timeless" logo is far from a simple undertaking. The most established logos; Nike, Coca-Cola, Apple, McDonalds (among others), are instantly recognisable from a distance. 

This vision of an instantly recognisable logotype has been the goal of Denver-based typographer, Mackey Saturday, on behalf of Instagram. Among various feature and UI improvements in version 3.5 of the app, Gizmodo notes the logo script has also been altered slightly. From a first glance, you could be forgiven for believing nothing has changed at all. Further investigation, however, reveals that the slight aesthetic alteration is the result of over a year of professional design work.

A shot posted on Dribbble by Saturday shows the new logo as well as a full rundown of the design process. It's really worth a read.

Saturday, a personal friend of Instagram co-founder Kevin Systrom, suggests that the smallest alterations matter an awful lot when creating a long-term brand:

The real goal is to sit alongside some of those timeless scripts, like Kellog's and Cambell's. Coca-Cola's another great example. It's nostalgic, but it transcends popular trends.

He goes on to elaborate about the finished design over on Dribbble:

I had the opportunity to work with the fantastic team at Instagram to create their new logo. It has been a long time coming, and I'm honoured to share the result with you.

It was always essential that the design maintained everything that we've all grown to know and love about Instagram while creating a logotype that was more refined, durable, and that position the brand for expansion. Looking to the past to inspire the future, the script connects with the nostalgia that Instagram was built from, maintains the important character of the original typeface [Billabong, a webfont that tied in well with 1950s surfer culture and the general vibe of the company], and places the brand in a unique and prominent position both in the current and future landscape.

Whilst the new logo offers a more refined and cleaner design as Saturday suggests, the company may find it difficult to propagate the script into a timeless logotype given that most people associate the retro camera-style app icon with Instagram.

Source: Mackey Saturday (Dribbble) via GizmodoImages via Instagram, Mackey Saturday

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31 Comments

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Tittle says inspired by... Not like, or equal. And if you take the time to look at both logos side by side and you skew the instagram logo a bit, and that you are a real designer you will see where the inspiration was taken. When will someone code a filter to clean up "out of scope" comments ? Like mine ?

Lovely bit of Typography and the lack of fluff on the logo combined with the lack of pseudo-skeumorphism creates a much better look and feel.

I don't use the service myself but i can appreciate a nice bit of typography/design when i see it.

kljs said,
I wonder how long before the company for Coca Cola calls in the lawyers?

Why?
It's a completely different logo type, in a different style. I think you may have misread the article somewhat.

Obviously this wasn't designed for Windows, but that new, flat camera icon would look great on a tile.

I also think it's interesting that it was designed to help "position the brand for expansion." Considering they're already on iOS and Android, that could be a hint that they're expanding to Windows Phone.

Honestly, I probably won't use it if it comes to WP8. It's just one of those apps that we need in order to stop idiots saying that we don't have any apps. I agree, Instagram is pointless and I don't get why it's popular, but it is, so we need it.

revxx14 said,
Honestly, I probably won't use it if it comes to WP8. It's just one of those apps that we need in order to stop idiots saying that we don't have any apps. I agree, Instagram is pointless and I don't get why it's popular, but it is, so we need it.
I'd use the app to view my friend's pictures and comment on them but I don't think I'll upload any of my own. With that said, I'd love to see Instagram released for WP8 because it'll attract more people to the platform. The more people that use WP, the more app we'll get.

The change was necessary because of the move away from excessive chrome and skeumorphism. The next version of iOS will feature a flatter UI similar to Windows Phone. It's likely that we'll see other major apps redesign their logos and icons in order to adapt.

Also, the new icon closely resembles the old one.

siah1214 said,
The polaroid camera that they had been using was instantly recognizable, don't see the need for the change.

It's not changed. That's just a place holder to see how it would look, the Instagram camera is still the same.

siah1214 said,
The polaroid camera that they had been using was instantly recognizable, don't see the need for the change.

It's not changed. That's just a place holder to see how it would look, the Instagram camera is still the same.

Anaron said,
Using Instagram isn't about trying to be a photographer. It's about taking pictures and sharing them.

Why should you share a picture when you can just take another picture of it?

Nashy said,
Fake photographers use Instagram.

Instagram is to photography what Twitter is to journalism. It's not about taking the best photos (there are a million services for that, 500px being my fav) it's about quickly sharing things you've seen and things you are doing, with people.

Oh yea, I noticed the change, I was surprised that I did when I went to the app once again.

It'll take some time to get used to, but understandably, it looks really nice.

Doesn't even look remotely close to me.
Going by the image, that's just the standard in writing the word Instagram.
Coca-Cola is written a bit fancy.

LUTZIFER said,
Doesn't even look remotely close to me.
Going by the image, that's just the standard in writing the word Instagram.
Coca-Cola is written a bit fancy.

The article is a bit confusing at first, but it's not about the logo being 'like' Coca Cola, but that they wanted something that, like Coca Cola, would be a timeless logo type, easily recognisable for a long time to come.