#instadrama: How Instagram’s new logo made the internet freakout

#instadrama: How Instagram’s new logo made the internet freakout



It’s no news that every time a big brand changes logo, nearly everyone has something (harsh) to say about it.

That is especially true when the big brand is the most valuable photo-sharing, fame-building and low-key-stalking app: Instagram.


On May 11th Instagram released an update that brought a whole new look to the app: A white background that makes photos more prominent, a simple layout and monochrome color palette and, most importantly, a brand new rainbow pink logo!



The internet lost it, of course.



The new logo is flat, simple, minimalist.


Some details of the previous icon were kept in the new one, like the rainbow and the camera lens, but the faux leather-clad of the camera is gone and so are details and - some say - personality. The new minimalist rainbow-colored look does not only involve Instagram, but also the other three apps in the family, Layout, Boomerang and Hyperlapse.


As all marketing students know, a brand’s image is determined by consumers’ associations towards the brand. These associations indicate the relationship between a brand and its consumers, which can be influenced or even harmed by a change in the brand’s essential features, like indeed the logo.


So why is Instagram taking this risk? According to a spokesperson, the company explained that it wanted the change to reflect the evolution and growth of the Instagram community and its now “vibrant and diverse storytelling”.

Whether or not you are an Instagram aficionado, you would most likely recognize the vintage-looking Polaroid camera in the old Instagram logo that debuted four years ago… Oh the old days!
Most, however, will fail to recall that the very first original logo (i.e. five years ago) was not the recently retired one but was indeed a very realistic-looking, detailed retro camera.

Instagram CEO Kevin Systrom designed the original logo when, as he recently mentioned on Quora, the app had only 80 users. The logo was later changed because it had "nothing to do with Instagram" (Systrom on Quora). https://www.quora.com/Why-did-Instagram-change-its-iPhone-icon

Yet we came to love the new logo so much it became iconic, thanks to the hipster community, the first users of the app.


The protest movement against the new logo, however, is not only made up by those hipsters but involves a much larger audience. This is due, in our opinion, to the power the internet has of bringing people together in times of trouble. We all know how it works: when there’s something that bothers you, open your browser, go on Twitter, enter a forum, click on your Facebook feed and just post your opinion, chances are you will get a reply within minutes and an argument will start.



Luckily the output of the most recent #instadrama was not just whiny complaints and cleverly-phrased bitter remarks but original design ideas and, most importantly, memes.



Here is our editorial pick of alternative logos from Instagram from design community Dribble.  Below are just a few of those we found interesting and we would like to share them with you because being proactive is the smartest way of reacting to change.



by Jack Kendall on Dribbble

by Michael Flarup on Dribbble

by Daniel on Dribbble

by Sam Bunny on Dribbble


We, at MarkEUR, like change and innovation, and we would like to stay positive and think this is just a phase, we will all accept the new logo soon, just give it a go!


No matter how much the users hate the new logo, we are pretty sure they will still be using it tomorrow, and the day after. Do you agree? Join the conversation now and let us know what you think, or just enjoy the hilarious memes we collected for you (no, we did not forget)

Photo: Matt Haughey / Twitter @mathowie

Photo: Elliot Tebele / Instagram @fuckjerry

Photo: JessicaAnteby / Instagram @beigecardigan

Photo: Instagram @thezenpig 



Photo: Ray Strazdas / Twitter @raystrazdas


Psssst You still don’t like the new logo? Here’s how to get the old one on your phone. You’re welcome.