Instagram Unveils New Wordmark in First Major Typography Refresh in a Decade

Instagram has unveiled its first major wordmark redesign in nearly a decade, updating the typography displayed at the top of its mobile app while retaining its iconic multicoloured camera logo.

The update was announced by Instagram chief Adam Mosseri, who said the previous wordmark, introduced more than a decade ago, no longer fully reflected the platform’s evolving design language.

“We updated the Instagram wordmark today, which is more than a decade old and felt dated. We feel the refresh is sharper and more modern, but references the original and has the simplicity and craft that’s always made it Instagram,” Mosseri said in posts on Instagram and Threads.

A More Modern Wordmark

The redesign replaces Instagram’s long-standing cursive-style lettering with a cleaner and more contemporary typeface. The new design combines traditional typography with subtle script-inspired curves.

While the overall appearance has been streamlined, several characters, including the ‘s’, ‘r’ and ‘g’, retain stylised elements that reference the platform’s original branding.

Camera Logo Remains Unchanged

The refresh is limited to the text-based wordmark displayed at the top of the Instagram app. The platform’s recognisable gradient camera icon remains unchanged.

In a separate post accompanying the rollout, Mosseri said the wordmark had not changed in 10 years and that the update was intended to make it “cleaner and more modern”, while retaining references to the original design.

Instagram Refreshes Its Visual Identity

The update reflects Meta’s continued effort to refine the visual identities of its products while maintaining strong brand recognition.

By retaining familiar design elements while introducing a more streamlined aesthetic, Instagram is aiming to create a fresher visual experience that aligns with contemporary design trends without moving too far from the identity users associate with the platform.

The revamped wordmark is now being rolled out within the Instagram app, marking the platform’s first major typography refresh since its previous wordmark was introduced more than a decade ago.