• Cody SanfilippoCody Sanfilippo, 7 years ago

    Behind the scenes look at how they came up with the new logo

    200 points
  • Jim SilvermanJim Silverman, 7 years ago (edited 7 years ago )

    looks like they spent more time on the video explaining how hard they worked on the new app icon than on the new app icon itself.

    40 points
    • Giovanni HobbinsGiovanni Hobbins, 7 years ago

      They went to great efforts to show how many iterations they threw away. The video showed a version literally being thrown out more than twice.

      Sometimes I feel like these huge rebranding projects that involve lots of people, iterations, time, thought, etc end up yielding something pretty lackluster. Maybe too much groupthink and not enough risk taking.

      18 points
    • Liam FLiam F, 7 years ago

      You know when you would do math homework and you were expected to show how you got to the answer, even if the answer was wrong the teacher appreciated the process. Feels like that, you may not like the result but I promise you we did work and this is what happened!

      9 points
  • Giulio MichelonGiulio Michelon, 7 years ago


    25 points
  • Kyle MitchellKyle Mitchell, 7 years ago

    Waiting for the draconian Eli Schiff review.

    23 points
  • Daryl GinnDaryl Ginn, 7 years ago

    I dunno about you guys, but I actually like it.

    21 points
  • Gerald LlorenceGerald Llorence, 7 years ago

    Didn't Eli Schiff call this in one of his recent posts?

    15 points
  • Brent RiddellBrent Riddell, 7 years ago

    Surprised they went with an all white UI and not a dark UI, if their goal was to make the photos stand out more?

    14 points
    • Casey BrittCasey Britt, 7 years ago

      I guess this is debatable. When you go to a gallery most of the art is on white walls. I know its a different context but I think photos can pop on white just as well as dark.

      5 points
      • Simon LarocheSimon Laroche, 7 years ago

        Screen is different than print.

        1 point
        • Brent RiddellBrent Riddell, 7 years ago

          Yeah, white walls don't emit light ;) but whatever, not that fussed about the new logo or UI, all a bit overblown really ... the non-chronological timeline is more of a problem :/

          2 points
    • Naim SheriffNaim Sheriff, 7 years ago

      So that you edit in the same environment that it's published in.

      1 point
  • Brian A.Brian A., 7 years ago (edited 7 years ago )

    I don't hate it, but it just feels... "off". I think part of it is the monochromatic color scheme; the blues and grays from the previous iteration helped create some personality and contrast. This just feels like a wireframe, and a rather bland one at that. I'll reserve final judgement until I get some heavier use in, but my first impression is a solid "meh".

    11 points
    • Phil RauPhil Rau, 7 years ago

      It is super generic. Especially in a crowded space like camera apps.

      3 points
  • Teemu PaananenTeemu Paananen, 7 years ago (edited 7 years ago )

    I love the app icon and the UI on it's own. But it kind of killed the Instagram brand identity and I have nothing to associate Instagram with anymore. It's much more bland and forgettable. But I guess that's OK when you dominate the market.

    I'll still use it every day and will most likely get used to it fast. It's not the end of the world.

    11 points
    • Chase ThompsonChase Thompson, 7 years ago

      I think they're banking on the fact that most users see and interact with the icon many times a day so that they will build familiarity very quickly.

      1 point
  • ChrisArchitec t, 7 years ago

    instagram bg

    Instagram, embracing the hazy LA sunset filter of their dreams

    9 points
  • Rainer SchuhslerRainer Schuhsler, 7 years ago (edited 7 years ago )

    If anybody needs a vector file of the new icon, you can swipe it from their favicon.

    EDIT — Or better yet, check out their Brand Resources.

    9 points
  • Jonny GarrillJonny Garrill, 7 years ago

    I’m just thinking of the number of sites I made that I’ll have to update the icon on...

    7 points
  • Vincent MillikenVincent Milliken, 7 years ago

    The colors of the the app icon are too crazy for me. None of the colours within the icon are used in the app also.

    6 points
  • Charlie Williams, 7 years ago

    Sticks out like a sore thumb on my phone homescreen :'(

    5 points
  • AK SelbyAK Selby, 7 years ago

    If this was created by a senior in design school, then I'd be impressed. Otherwise, it earns a resounding "meh..."

    4 points
  • Zach ReedZach Reed, 7 years ago (edited 7 years ago )

    To me, the craziest thing is in their guidelines they say this: "Please respect the app icon and the glyph. Always maintain their set proportions and never show the glyph or the app icon as smaller than 29x29 pixels."

    29x29!? That's huge. They really need to offer a 16x16 version of the glyph. That seems like a huge oversight. I wonder if they really enforce it, though?

    4 points
  • Powers Gray, 7 years ago (edited 7 years ago )

    Uggg, now I can never update the application, I can't deal with that springboard icon. This is a real bummer because the updated UI looks nice.

    4 points
  • ChrisArchitec t, 7 years ago

    the monochrome icon is ok, minimal/departure from the polaroid thing, but ok.

    That purple/pink/orange thing is ...just so arbitrary. I don't feel it makes the 'rainbow live on' at all

    4 points
  • Max HenningssonMax Henningsson, 7 years ago (edited 7 years ago )

    The real process behind the new look

    3 points
  • Russ BrownRuss Brown, 7 years ago

    Eli is going to do his NUT

    2 points
  • Mike AbbotMike Abbot, 7 years ago

    sorry to say but this is a bad UI design. It looks unfinished, whitespaces are smaller. You have no idea where to tap, making a post looks like it'S made in microsoft paint...Thumbs down :(

    2 points
  • Diego LafuenteDiego Lafuente, 7 years ago

    I wonder how many millons of people will think their app has just deleted. The Instagram icon was very recognized, now all that trademark is lost.

    2 points
  • Nick Matarese, 7 years ago

    Im indifferent on the App Icon but really like the UI changes.

    2 points
  • Dan GDan G, 7 years ago

    Expecting a lot of tears about how uniform this supposedly is. Would be interested in seeing those peoples home screens as this still looks markedly different from a lot of icons IMHO.

    2 points
  • Jonas GothJonas Goth, 7 years ago

    I don't dislike it, but i certainly don't love it either..

    Sometimes it feels like teams get blinded from their own work. Working and iterating on the same thing over and over again, it gets hard to distinguish good from bad in the end.. that is until you look back at it again a month or two later with fresh eyes.

    Do others seem to find themselves in this position at times? What do you do in the realization of such?

    1 point
  • Alexander PierceAlexander Pierce, 7 years ago

    Yea the icon branding stuff has its issues (not entirely sold on the strategy/rationale), but I'm sure it'll die down. Criticism is to be expected with any major rebrand. The bigger issue is the UI/visual design within the app. Everything is essentially one color, which creates contrast issues for me at least. It's difficult to visually separate navigation & interface from the content. It all blends together with the white. In attempting to make the content stand out more, the layout is harder to visually scan. I also wonder what the accessibility experts would say about this as well.

    1 point
  • Michael IngleseMichael Inglese, 7 years ago (edited 7 years ago )

    It looks like they went to great efforts to produce that "new look" video. Perhaps time would have been better spent extending the new branding to the other products in the IG family...



    1 point
    • Daniel CondraDaniel Condra, 7 years ago

      They have. It's available on iOS right now. Not sure about Android but if you don't have an update yet, you should see one soon.

      1 point
  • Wesley HainesWesley Haines, 7 years ago

    Icon aside, so glad they did away with the off-putting blues and blacks from the previous UI. Much cleaner.

    1 point
  • Renee PRenee P, 7 years ago

    Looks like they're using a new condensed typeface too – seen here

    0 points
  • Drew BeckDrew Beck, 7 years ago

    A day later and the app icon has seriously grown on me. It stands out on my home screen as so much more enticing than anything else. It's a downer, actually, to get into the app and not be in a ~ world of gradient ~. I want that app.

    0 points
  • Emanuel S.Emanuel S., 7 years ago

    Why do they separate the icon from the type on web? Isn't this kind of anti-branding? Like this?

    0 points
  • Chris Howard, 7 years ago

    I wondered when crazy gradients would come back into fashion. Flashing text next?

    0 points
  • Bruno MarinhoBruno Marinho, 7 years ago

    I was waiting for something like this after tapping the icon http://cl.ly/2t0Q0V0u2w07/ig-gradient.mp4

    0 points
  • Stefano TirloniStefano Tirloni, 7 years ago

    Now I want A Medium article about all the process and a new thread of it here inside DN ..


    0 points
  • Maximilian HennebachMaximilian Hennebach, 7 years ago

    I still like the icon. It still has this outstanding look even though it's flat now.

    0 points
  • Jason PerezJason Perez, 7 years ago (edited 7 years ago )

    Missing the iconic orange of in-app notifications, but overall into it.

    Luckily, I don't have to see that LA gradient too often since I search for everything on my phone.

    0 points