Branding Lessons from Instagram’s New Logo

Lessons from Instagrams

If you’re a big user of Instagram.

You may have upgraded to the new app recently.

Instagram updated their user interface (UI) and logo.

In theory, it seemed like a good idea. But there was a backlash online from their user base and I’m going to teach you what you can learn from it.

Instagram’s old logo:


And user interface looked like so:

instagram UI
Not too fancy.

Since Instagram is a photo sharing app, the icon of a camera made sense.

And it was something all Instagram users immediately connected with and found familiar.

Since Facebook bought Instagram for $1 Billion (with a B) back in 2012, the social giant hadn’t done much to give them a face lift. Well that was until a couple weeks ago.

Here is Instagram’s new logo:
instagram-logo (1)

The new UI is very minimal.  Just black & white.

It makes sense to me. It’s clean and simple. But the logo?

Well. As always. The internet has it’s opinion. There was an internet meme that went viral poking fun at it. What’s a meme?

According to Webopedia it is defined as follows:

An Internet meme is a concept or idea that spreads “virally” from one person to another via the Internet. An Internet meme could be anything from an image to an email or video file; however, the most common meme is an image of a person or animal with a funny or witty caption.

Here is the latest internet meme describing how Instagram users think the new logo was made:
instagram gif

There are dozens of sites and blogs from prominent Instagram users expressing their dissatisfaction of the new logo online.

So what can you learn from this?

Action Steps Below:

1. If you’re thinking of doing a brand overhaul.  Pick a logo and color scheme that will last.

Most logos and brand colors are much like fashion.  They go in and out of style fairly quickly.

I can’t tell you how many teal green logos and office furniture I’ve seen from the 90’s in practices.  But if you pick something more timeless, your chances are better at not having to update your logo every couple years.

2.  Choose a sharp font for your logo

Of course you’ll have the name of your practice in your logo.  So choosing a sharp looking font is also important.   It’s ideal to let your designer use their creative freedom to create a really nice font.

But if you’re doing it on your own, I’d go no other place than Google fonts. Google has done the legwork for you of creating hundreds of really sharp fonts.  Best part?  They’re free.

3.  Choose colors that strategically mesh well together.

Professional sports teams spends millions of dollars on research of getting colors just right.  When we changed our logo a few years ago, we pooled together colors from the Seattle Seahawks.  No sense in reinventing the wheel.  Just go to this site and pick your favorite.

4.  Ask Clients & Customers

To avoid a potential internet meme backlash like Instagram, get a logo designed by us.  Then you can vote on which of the 2-3 that we provide. Narrow it down to your top 3 then run contests on your Facebook page for friends and customers to choose the winner.

When customers feel they are helping create for you, they are invested in your success. Therefore more engagement and referrals come in.

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