Instagram changes its wordmark after ten years: script and sans serif together
On 13 August 2026 Instagram CEO Adam Mosseri announced the brand's new wordmark via his Instagram and Threads accounts. It is the first wordmark change since 2016.
What changed?
- The new wordmark mixes script and sans serif: "s," "r" and "g" are script, the rest sans serif.
- Letters are heavier and slightly condensed.
- Three new type families support it: Instagram Sans, handwriting-style Instagram Pen and monospaced Instagram Mono.
- The pink-orange gradient will be used more sparingly, with more weight on motion graphics and layout. The camera icon stays.
Director of product design Jasmine Probst said script was chosen because it is "expressive and personal." Mosseri described the goal as "fresh yet nostalgic."
Mixed reactions
The stylised "r" drew the most criticism: some read it as a "z," leading to nicknames like "Instagzam." Some designers liked the cleaner script; others saw a compromise between two styles.
The role of typography
The case shows big brands investing in a type system as much as a logo. Three families let the brand speak in different tones: formal, personal and technical. The legibility risk is a reminder for any custom lettering: however much character a logo has, it must read correctly at first glance.
If you want to talk about how your brand should adapt to these shifts, request a quote.
Source: ALM Corp, August 2026
