Instagram has decided to take a toll and is all set to bring new energy and purpose to its colors, typeface, logo, and other brand elements with a refreshed and even better visual identity. Instagram has made an official announcement indicating it through their ‘Instagram Blog‘. The system is now designed to embrace the evolution and helps it to create more immersive and inclusive experiences for the community.
- The gradient is reimagined with vibrant colors to make it feel illuminated and alive, and to signal moments of discovery.
- The new typeface, Instagram Sans, is designed with our heritage in mind and includes multiple global scripts.
- The new layout and design system is content-forward and celebrates creativity, simplicity, and self-expression.
Illuminating our gradient
Instagram’s vibrant gradient was reimagined using an innovative 3D modeling process to make it feel illuminated and alive. The gradient, made up of our brand colors, is the foundation of the complete color system.
Through illumination, the gradient signals moments of discovery in their marketing, logo, and even in-app as seen in Create mode, stickers and Instagram Story rings. Instagram is excited to bring life to the experience through the energy of the reimagined gradient.
Introducing Instagram’s new typeface: Instagram Sans
Instagram Sans is inspired by the design elements that the community sees every day — the logo and wordmark. From billboards to websites, the new typeface highlights their distinct identity.
Across surfaces, from the marketing campaigns to the websites, Instagram Sans helps it showcase a distinct identity.
Instagram Sans is also the new way for the global community to express themselves on Instagram in places like Stories and Reels. While designing this new typeface, the goal is to make Instagram Sans globally accessible. Instagram has partnered with language experts around the world to adopt the typeface to global scripts including Arabic, Thai, and Japanese and they want to support all of their creators and community members that push culture forward to express themselves fully in any language they choose.
Putting content first
Instagram’s new design system puts content at the center, with a focus on simplicity and self-expression. The new marketing layouts showcase full-screen imagery, reference the in-app experience, and celebrate the creativity we see in our community every day.
The gradient is created from Instagram’s vibrant 5-color palette. The colors are dynamic, shifting composition and balance in a 3D space. It brings our colors to life, allowing them to shift in composition and balance through the use of light.