If you haven’t seen it yet, Instagram introduced their new look. And the community is already sharing their opinions about the logo. The truth is, people don’t always respond well to change. Especially when they feel connected to a certain brand.
We’ve seen this happen to other large brands, such as Gap, Pepsi, The Metropolitan Museum of Art and Uber. Just to name a few. In these instances, the community (including designers) openly shared via social media their dislike for the changes. Unfortunately, people will not read about the process that influenced these rebrands. Sometimes, it’s the way the information is presented that creates a disconnect to the loyal fans. Instagram certainly knew that. So they announced their new look with a clever video that showed the process behind the evolution. You almost felt part of the planning, in a way. Take a look at their video below.
The new look for Instagram
Several people are commenting that the new Instagram logo is so simple, or there are too many colors. Some even express nostalgia over the old look. While the design may seem simple, it has so much depth. As designers, we are taught to avoid using gradients (especially for logos) BUT Instagram was very clever. They took a risk and it actually works. The use of the gradient background seems to tie a meaningful connection to the variety of content people share on Instagram. Color is a deep form of expression for brands. And some brands, don’t harness that form of expression at all. But not Instagram. By using a gradient as the background, it feels more inclusive to the variety of content shared on Instagram. If you don’t feel see the connection, watch the video again. See how they presented the new colors and how they eventually formed a whole new spectrum of colors.
Their new design was also implemented on the actual interface—even the icons were simplified. This meant that there would be more focus on the actual content people post, not the icons. And if you ask us, that is certainly putting the user first.
Brands can take risks when they unveil a new look. But before you jump to conclusions, see if you can learn about the process behind it. You may change your mind about it. Plus it makes for a great conversation with fellow peers.
Oh and while we are talking about Instagram, don’t forget to follow us @NicteCreativeDesign.