Here’s why Instagram changed its word logo after 10 years, as people say it’s ‘hideous’

Instagram just unveiled a brand new wordmark logo and people are absolutely rinsing the “terrible” new design online, but here’s why they made the change.

It’s not the app logo that’s changed. That’s still the same camera icon with the pink, orange and purple gradient. It’s the way Instagram is written as a full word.

For a whole decade, the word “Instagram” has been written in a cursive handwriting font that everyone knew and loved. Yes, it was a little bit dated, but it felt nostalgic. Why change something that’s not broken?

Marking its first change since 2016, the new word logo is still in a script font, but some letters are weirdly joined while others aren’t. The “R” looks like a “Z” too, so it reads like “Instagzam”. How did nobody on the design team notice that?!

Everyone hates it. “Instagram, did you use AI to make up this new logo? Because wtf is this… the old one was fine,” one person said. Another agreed: “Instagram’s new logo is absolutely hideous.”

Instagram just updated their in-app branding and good god it’s ugly 🤢 pic.twitter.com/SuJHHCnIVW

— Robert 🤘🏼🇺🇸🦅 (@realrobertherr) August 14, 2026

So, why did Instagram change its word logo after 10 years?

Apparently, the new logo is more “modern” and “carries the brand into the future”. More modern? I guess so. Prettier? Hell no.

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“The wordmark at the top of the app hasn’t changed in 10 years, so it was time for a refresh,” Instagram head Adam Mosseri said. “Cleaner and more modern, with references to the original and the simplicity and craft that’s always made it Instagram.”

Meta added in a press release: “Our new wordmark elevates simplicity, creativity and connection. It was important to craft a mark that still makes Instagram feel like Instagram, while introducing something to carry us into the future.”

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A post shared by Adam Mosseri (@mosseri)

“The team explored hundreds of directions: from all-caps, to camera concepts, to literal handwriting. We kept coming back to what’s always been special about Instagram: the magic of crafted script. It modernises the brand while keeping that warmth; our hope is that it feels personal, confident and unique.”

Jasmine Probst, Director of Product Design at Instagram, also said: “Script reflects individuality, so referencing that felt right. The new wordmark is bolder and simpler, with touches of unexpectedness. It cues individual expression, a personal voice, both of which have always been core to Instagram.”

The new logo is already appearing at the top of everyone’s Instagram feeds. It’s so ugly.

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Featured image credit: Meta