The Guardian reports on Instagram’s new logo. I’m not going to comment on the specifics of the design — there are far more qualified writers for doing that kind of thing. What disappoints me, though, is any sense of individuality has been eroded from the icon, in a desire to ‘fit in’.

instagram logo

I recently wrote a piece about inspiring icon design (yet to be published), and praised Instagram:

Thumbing its nose to Jony Ive, Instagram’s icon remains resolutely old-school (as far as an app icon can be), suiting its retro nature. Even if it sticks out a bit, the icon may stand the test of time better than minimal rivals.

As of now, this is no longer the case. Instagram’s icon is yet another slice of flat design. It doesn’t look distinct, now resembling dozens of other camera app icons.

Two blog posts outline the reasoning for the changes. The new logo apparently intends to reflect the evolution of the service and “how vibrant and diverse your storytelling has become”, while “staying true to Instagram’s heritage and spirit”. Notably, the company argues that it wanted to

create a look that would represent the community’s full range of expression — past, present, and future.

It certainly succeeds on the present, in that Instagram’s logo now looks much like any other app logo in this era of flat design with occasional gradient use. But it’s largely jettisoned Instagram’s past (suggesting the gradient recalls the old logo’s rainbow is a stretch). As for the future, I suspect Instagram will find itself redesigning again once the next interface design evolution takes hold.