Rebrand Revisited: Instagram's controversial 2016 redesign
Creative Bloq
by Daniel John February 24, 2026
AI-Generated Deep Dive Summary
Instagram's 2016 rebrand marked a significant shift in its visual identity, replacing the beloved retro camera logo with a bold, gradient design that initially sparked widespread controversy. The change was part of a broader trend towards flat design, which simplified icons and embraced vibrant colors. While users were quick to criticize the new look, calling it "freaky" and "unrecognizable," the redesign has since proven to be a lasting success, solidifying Instagram's modern aesthetic.
The original logo, introduced in 2010, was a product of skeuomorphism—an design style that mimicked real-world objects. It featured a vintage Polaroid camera with textured details, aligning with the app's early focus on retro filters and square photos. However, as technology evolved, so did design trends. Apple's adoption of flat design in iOS 7 in 2013 set a new standard for simplicity and minimalism. Instagram followed suit in 2016, unveiling a logo that stripped away the camera details in favor of a sleek, gradient-based glyph. The move was met with fierce backlash, but it also positioned Instagram at the forefront of a growing trend towards colorful, dynamic branding.
For design enthusiasts, Instagram's rebrand is a fascinating case study in how brand identity evolves and adapts to cultural shifts. The redesign not only reflected the app's pivot from niche photo-sharing to a global platform for creative storytelling but also demonstrated the power of bold visual choices. While some criticized the gradient logo as garish or inconsistent with the app's heritage, others saw it as a fresh, forward-thinking move that resonated with younger audiences. Over time, the new design has become synonymous with Instagram itself, proving that even controversial changes can yield long-term success.
The 2016 rebrand is also notable for its ability to stand the test of time. Unlike other major tech brands, such as Meta's ill-received logo change in 2021, Instagram's gradient design continues to feel relevant and modern. This longevity underscores the importance of balancing innovation with familiarity in branding. The redesign not only marked a shift in visual style but also reflected broader cultural shifts towards diversity and inclusivity, themes that have become central to Instagram's identity.
Ultimately, Instagram's 2016 rebrand is a testament to the impact of strategic design decisions on brand perception. While it initially faced skepticism, the gradient logo has not only endured
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Originally published on Creative Bloq on 2/24/2026