Instagram has announced a new brand identity, complete with an updated wordmark logo and goodness me it’s terrible.
According to Meta, who runs the social media platform, they explored ‘hundreds of directions’, ranging from all caps to camera concepts and handwritten scripts. They’ve however ended up with a new wordmark that, at least to their eyes, is supposed to be ‘personal, confident and unique’.
If we’re being honest, it’s… not great at all. While their goal was for the new wordmark to be a modern take on the iconic Instagram signature, the new one simply looks like an AI chatbot’s attempt at fusing cursive writing with generic sans serif fonts. It probably doesn’t help that for those who don’t know what Instagram is, it ends up reading a bit like ‘Instagzam’ more.
In any case, whether we like it or not, Meta is going full steam ahead with this new brand identity. On top of the new wordmark logo, the social media platform will also be toning down their iconic gradient colours, along with a refreshed layout, UI and motion across their app. You’ll be seeing the new font more too, with an updated Instagram Sans, a new handwriting typeface called Instagram Pen and a new Instagram Mono font coming to the platform.
Meta says that they’ve already started rolling out the new Instagram wordmark logo globally with the full brand identity shift taking place throughout 2026 and beyond.
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