Love or hate it, the new Instagram logo design is certainly creating a big fuss worldwide.

Dubbed “A New Look For Instagram”, the brand has updated the look and feel of their identity both through their appstore icon and the Instgram app itself. The logo has a distinctly minimal feel with the retro style camera being replaced with a simpler outline. This has been extended right across the other creative apps in the Instagram family: Layout, Boomerang and Hyperlapse.

If you’re wondering what the gradient in the background represents, this was inspired by the rainbow colours that sat aboard the camera on the previous logo design.

One thing’s for sure though, it has split the creatives in our studio. Some love the simplicity; others feel the gradient is too much. We’re united that the app is much better laid out and is a massive leap forward for the business.

Looking back over the evolution of the Instagram brand, it’s great to see it develop as the business develops. Businesses are sometimes too protective of their identity and not open to change, change that can bring on better things for the business. Certainly this is something we have experienced ourselves time and time again. Change isn’t necessarily safe, but in the words of Jeff Bezos, “What’s dangerous is not to evolve”