Instagram unveils new wordmark, sparking online backlash

Instagram has introduced its first major wordmark change in a decade, but the updated design has quickly become the subject of jokes and criticism from users, brands and design observers.

The new wordmark appears at the top of the Instagram app and replaces the platform’s familiar curving lettering with what Instagram chief Adam Mosseri described as a cleaner and more modern style.

Users mock new design

Mosseri announced the change in a post featuring the new Instagram lettering, saying the wordmark had remained unchanged for 10 years and was due for a refresh.

The reaction was immediate. Some users and brands mocked the new lettering, with particular attention focused on the appearance of the letter “r,” which some said looked more like a “z.”

The jokes quickly produced a new nickname for the platform: “Instagzam.”

Brands join the redesign trend

The new typography also inspired brands and advertising agencies to create their own versions of the updated Instagram-style lettering.

Companies including Norwegian, KitKat and Motorola India shared visuals playing with the new design, turning Instagram’s rebrand into an opportunity for social media engagement and brand promotion.

KitKat, for example, used the redesign to reinforce its familiar “have a break” message.

A new era for Instagram

Branding and social media experts have suggested that the move reflects a wider preference for simpler and clearer visual identities as companies compete for attention across digital platforms.

For longtime Instagram users, however, the change carries a sentimental element. The previous wordmark had become closely associated with the platform after a decade of use, making the new design feel unfamiliar to some.

Whether the redesign proves to be a successful marketing move or becomes the first step toward broader changes to Instagram's appearance and features remains to be seen.