# Instagram new logo (2026)

> Instagram launched a new logo on 13 Aug 2026, designed by Instagram in-house and Koto. Bolder, simpler script wordmark; expanded type family.

## Key facts

- Brand: Instagram
- Launched: 13 Aug 2026
- Studio: Instagram in-house and Koto
- Typeface: Instagram Sans (updated), Instagram Pen and Instagram Mono
- What changed: Bolder, simpler script wordmark; expanded type family.
- Why: Instagram redrew its wordmark because the old one had been drawn for the top of an app, not for global campaigns, creator programs and new apps.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/rebrands/instagram/before-2016.svg (before), https://rebrandlog.com/rebrands/instagram/after.svg (after)

## The rebrand, explained

Instagram's wordmark had not changed in about ten years when the company rolled out a new one in August 2026. The camera glyph and gradient icon stayed exactly as they were. What changed was the script name and the system around it. Director of product design Jasmine Probst, one of the leaders of the effort, told Variety that the platform had evolved enormously and it was time for a refresh that kept the warmth people liked.

The brief was practical. The old wordmark was recognizable but had been drawn for the top of an app, not for global campaigns, creator programs and new apps. The team said it explored hundreds of directions, from all caps to camera concepts to literal handwriting, and kept returning to script. Probst explained the choice: script reflects individuality, and the new mark is bolder and simpler, with touches of unexpectedness.

In the letters, the loops are tighter and the strokes more even, so the wordmark sits closer to the monoline icon. Flourishes survive mainly on the s, r and g, and the rest is squared up. Around it, Instagram updated Instagram Sans, added a handwriting face called Instagram Pen, still in development, and a new Instagram Mono. The gradient remains but is used more sparingly, alongside refreshed motion, layout and UI. Meta's design team said the wordmark would roll out first, with the full identity following through 2026. The company worked with an outside studio on the mark; we have not found two independent reports of its name.

Reaction was instant and loud. Within hours users noticed that the simplified r in the gr pair could read as a z, and Instagzam jokes spread through the replies to the announcement. Probst defended the work in Variety, saying it was important to embrace the future while remembering the brand's values. Creative Boom called the result still a script, but more modern.

The criticism has a point: in a script, the little loop of the r is what makes it an r, and flattening it costs legibility. Even so, the new wordmark finally looks like it belongs to the same family as the icon, which the old one never did. The system matters more than the r, and the system is better.

In short: A sharper script that finally matches the icon, with one letter too many corners off.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_wordmark_and_identity_for_instagram.php
- https://www.meta.com/design-at-meta/blog/the-new-instagram-brand-identity/
- https://koto.com/projects/instagram
- https://www.creativeboom.com/news/instagram-reveals-its-first-brand-refresh-in-10-years-with-a-new-wordmark-and-three-typefaces/

## Cite this

Rebrand Log, "Instagram new logo (2026)", https://rebrandlog.com/rebrand/instagram/, last updated Oct 20, 2026.