Instagram is sporting a new look today complete with an updated logo.
Gone is the cartoonish retro camera icon. In its place is the white outline of a camera set on a background of warm sunrise-like hues.
In fact, Instagram’s entire family of apps — Layout, Boomerang, and Hyperlapse — also received a similar makeover with the same gradient used on each icon.
“Anecdotally, we knew that people loved the rainbow and the camera lens was a key visual element. As a part of our process, we also asked people at the company to draw the Instagram icon from memory in five seconds. Almost all of them drew the rainbow, lens and viewfindervideos,” reads an Instagram blog post. “With this insight, we decided to translate these elements into a more modern app icon that strikes a balance between recognition and versatility.”
The sleeker, more modern icons go hand-in-hand with the company’s redesign of its mobile application.
“While the icon is a colorful doorway into the Instagram app, once inside the app, we believe the color should come directly from the community’s photos and videos,” reads the blog post. “We stripped the color and noise from surfaces where people’s content should take center stage, and boosted color on other surfaces like sign up flows and home screens.”
Once color and noise were reduced in the UI, interaction patterns “that no longer felt native” on iOS and Android were revealed.
“By paring down the new interactions and using standard iOS and Android components, fonts, and patterns, people will be navigating familiar terrain,” the post reads. “We also redesigned our icons in a way that feels at home on Android and iOS.”