Instagram unveils first new wordmark in a decade as users react to the redesign

Instagram has unveiled a redesigned wordmark, marking the first major update to the text-based part of its visual identity in a decade.

The new wordmark replaces the familiar cursive lettering that Instagram has used since 2016 with a hybrid style that combines elements of cursive and print. Instagram head Adam Mosseri announced the refresh on Thursday, describing it as a cleaner and more modern take that still references the platform's original identity.

The change applies to the Instagram wordmark, rather than the app's recognisable camera icon. The colourful Instagram logo itself remains unchanged.

Mosseri acknowledged that the redesign was likely to generate strong reactions, posting the new wordmark on Threads to see what users thought of the change. Some users have already criticised the updated lettering, with several saying the unusual combination of cursive and print makes the name difficult to read and even joking that it looks like "Instagzam".

Others have expressed nostalgia for the previous wordmark, which had been part of Instagram's visual identity for roughly 10 years. The redesign therefore represents a relatively small change to the platform's branding, but one that has already sparked plenty of discussion online.

Instagram's latest refresh comes as the platform continues to evolve its wider visual identity while retaining the core elements that have made the brand instantly recognisable. The company's colourful camera icon, which was last significantly redesigned in 2016 and later refined as part of its broader visual system, remains in place.

For now, the biggest change is the wordmark itself, with Instagram hoping the updated design feels more contemporary without losing the character associated with the social media platform.