Instagram Announces Refreshed Visual Identity

Instagram has announced a visual refresh of its colors, typeface, logo and other brand elements.

Our new system is designed to embrace continued evolution to help us create more immersive and inclusive experiences for our community.

Illuminating our gradient

Our vibrant gradient was reimagined using an innovative 3D modeling process to make it feel illuminated and alive. The Instagram gradient, made up of our brand colors, is the foundation of our complete color system.


Through illumination, the gradient signals moments of discovery in our marketing, logo and even in-app as seen in Create mode, stickers and Instagram Story rings. We’re excited to bring life to the Instagram experience through the energy of our reimagined gradient.

Introducing our new typeface: Instagram Sans

Instagram Sans is inspired by the design elements our community sees every day — our logo and wordmark. From billboards to websites, our new typeface highlights our distinct identity.

Across surfaces, from our marketing campaigns to our websites, Instagram Sans helps us showcase a distinct identity.


Instagram Sans is also a new way for our global community to express themselves on Instagram in places like Stories and Reels. While designing this new typeface, our goal was to make Instagram Sans globally accessible. We partnered with language experts around the world to adapt the typeface to global scripts including Arabic, Thai and Japanese. We want to support all of our creators and community members who push culture forward to express themselves fully in any language they choose.

Putting content first

Our new design system puts content at the center, with a focus on simplicity and self-expression. The new marketing layouts for Instagram showcase full-screen imagery, reference the in-app experience and celebrate the creativity we see from our community every day.

You can download Instagram from the App Store for free.

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