Instagram rolled out a new logo last week — which instantly drew jeers from some users. One of the top criticisms was that the cursive-style “s” in the updated wordmark confusingly looks like a “z,” leading to a flood of jokes about the new “Instagzam.” Instagram director of product design Jasmine Probst, who was one of the leaders of the redesign effort, explained to Variety the philosophy that went into the new logo and why the app made the change, noting that the IG mark has not changed in the last decade. We’re proud of our work here and glad it’s out in the world.” Instagram went through several rounds to gather external feedback, Probst says, “and we very much take input to heart.” That said, she adds, “It’s also important to balance research with creative conviction, and the feedback helped us build clarity in the choices we made.” The emotional attributes the team was trying to impart with the new IG logo, according to Probst, were “creative expression, quiet confidence, the warmth of something crafted with care.” Probst led the redesign initiative alongside May Hartono, Instagram’s director of brand design.
A small core team of Instagram internal designers worked on both wordmark and the brand system, together with a few core cross-functional day-to-day partners. The Instagram refresh was focused on the Instagram community, and fits well in concert with the broader Meta ethos.” Pictured above: Instagram’s previous wordmark (left) and the new one introduced on Aug. 13
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