Instagram caused a stir this week when it launched its new logo, a marked departure from the iconic “rendered camera” to something that is markedly distinctly vague.
“Today we’re introducing a new look. You’ll see an updated icon and app design for Instagram. Inspired by the previous app icon, the new one represents a simpler camera and the rainbow lives on in gradient form,” announced the Facebook-owned company in a blog post on Wednesday.
What followed was a storm of mostly outrage.
So what could be the reason behind such adverse reactions towards the new logo? For one, it could just be users feeling nostalgic about an iconic design being no more, for another, it might be the internet’s tendency to treat any major changes with hostility.
"The Instagram logo shift has created quite a stir on social media. The thought that went into the creation of the logo, keeping the new age dynamics of our camera usage in mind, is great but the colours surely have lead to not such pleasant sentiments amongst the audiences, including myself. The rainbow colours once in the top right hand corner are now a purple, pink, and orange glow that bleeds across the square, and the original camera figure is just a white outline. I'd give it full points for being sleek but none for the loud colours it has adopted,” opined Zafar Rais, CEO of MindShift Interactive.
He, however, appreciated the marketing amplification strategy, where the company reached out to influential photographers and Instagram evangelists around the world, seeding in interpretations of the logo in their photographic style, right from floral logos and paper craft designs flooding Instagram timelines.
But is the social media backlash justified? There are some who disagree.
Swati Nathani, Co-founder and Business Head of Muvizz.com, called the change in Instagram’s logo design as a “welcome” move. Speaking about the new design, she said, “The new logo is simple and brighter than the erstwhile "retro" logo and the interface looks much cleaner. We look forward to capitalize on Instagram as a growing platform, especially for fashion and food clients."
Suveer Bajaj, Co-founder of FoxyMoron, feels that Instagram has broken out of gradient underlays. "Along with the launch of iOS7, all the app icons changed to soft gradients, which they have maintained ever since. By dropping the analog design, Instagram is pioneering a new route for the rest. Instagram is no longer just a photo platform; it's now a popular outlet for video content and animation too. The new minimalistic design theme has increased emphasis on the picture and encourages engagement with the content, which now takes centre stage, and is therefore a significant improvement."