Instagram’s first brand refresh in a decade puts script back at the centre

On 13 August 2026 Meta’s design team presented a new brand identity for Instagram, the first major refresh in more than ten years. The app icon stays, but the wordmark and the wider system have changed.

A bolder script wordmark

According to Design at Meta, the team explored hundreds of directions before settling on a refreshed script that is bolder and simpler, with some unexpected details. Script was chosen to reflect individuality and personal expression, which Jasmine Probst, Instagram’s Director of Product Design, describes as central to the app.

A wider type family

The identity adds an updated Instagram Sans, a new handwriting typeface called Instagram Pen and a new Instagram Mono. The familiar gradient remains part of the brand but is used more sparingly, giving community work more room. May Hartono, Director of Brand Design at Meta, says the system puts “our community’s creativity and self-expression front and center.”

Mixed reactions

The new wordmark is rolling out globally, with the full identity continuing through 2026. Creative Bloq covered the launch in several pieces, including other brands poking fun at the new logo and a closer look arguing that the identity is about more than the wordmark.