RIVANT

Concept · 2024

The concept lockup: a gradient ring with an eye in its upper right, beside the word instagram in lowercase

A concept redesign of the Instagram logo

Instagram is a trademark of Meta Platforms, Inc. This is a self-initiated study by Rivant Media: not a commission, and not affiliated with or endorsed by Meta.

The brief we set ourselves

Lose the rounded square, keep the camera and the colours, and let the mark say something about people.

A self-initiated concept: a new Instagram mark that joins a camera lens and an eye, with a lowercase wordmark, tried on the app icon, stories, reels and a billboard.

Logo redesign · Identity design · Brand applications · 2024

Three routes in the sketchbook

  1. 1

    Lens and flash

    A borderless ring with a small dot on its rim for the flash.

  2. 2

    Lens, eye in the negative space

    The same ring, with an eye cut from the space inside it.

  3. 3

    Lens with an eye inside

    The ring, with an iris that joins it from the inside. This one went forward.

Sketchbook page: the current logo, then early tries, a bordered IG, a lens with a flash, a round lens beside the word Instagram
Sketchbook page: three numbered concepts, lens and flash, lens with an eye in its negative space, and lens with an eye inside, with notes on keeping the current palette

The idea

A camera lensThe idea behind the original logo, kept.and an eyeSeeing and being seen: the social side of the app.

Four circles

The lens’s outer and inner edge, the iris and its highlight. The iris sits on the ring’s diagonal and crosses its inner edge, so lens and eye read as one shape at any size.

Construction drawing of the mark on the gradient: guide lines and the circles behind the ring, iris and highlight, beside the line 'A fresher look for a fresher experience.'

One mark, every ground

  • Colour, on white

  • White, on the gradient

  • White, on black

  • The app icon

The same colours, moving

The palette stays close to the current one, as the sketchbook asked, and turns round the ring: orange at the base, through pink and magenta, to violet.

  • Orange#FF9815
  • Coral#FF6C65
  • Pink#FF3581
  • Magenta#EE15BC
  • Violet#8A31E1

The wordmark

The word instagram in lowercase Gilmer Bold
Type specimen: Gilmer Bold, the main typeface, with its alphabet in capitals and lowercase and the figures
Gilmer Bold, lowercase: round and open, like the ring.

In the app

Where people meet the mark every day: at the top of a story and on the reels feed.

For every moment you live.

A story with the new mark in its header: a family hugging, with the words Live, Share, Cherish
The reels feed with the new mark by the account name: an aerial shot of paddleboarders over clear water, captioned Explore

On the street

A lit billboard in a station walkway: one photo, the gradient, the mark in the corner.

A lit billboard at night: a woman in sunglasses on the pink-to-violet gradient, 'Your Style Your Way', the new mark in the corner

Small enough for a sticker

The icon keeps its shape and its gradient at the size of a thumbnail.

The concept app icon: the white mark on the pink and orange gradient

Credits

Client
None: a self-initiated concept
Year
2024
What we made
  • Logo redesign
  • Identity design
  • Brand applications

Instagram is a trademark of Meta Platforms, Inc. This is a self-initiated study by Rivant Media: not a commission, and not affiliated with or endorsed by Meta.