I do think that they tried to keep the original identity, which I like. They haven't fallen to a standard sans serif word mark. However, the older one was already strong imo, so why change it?
Brave call, given how much equity was tied up in the old logo.
Still, a clear step up in legibility, and by keeping the signature forms of the 's', 'g' and 'r', the wordmark holds its personality and nods to the original at the same time.
Interesting to see a redesign receive this much positive feedback. Rebrands usually face more resistance, especially when the original identity has so much recognition.
Interesting direction. The typography changes the brand’s personality more than the redesign itself. I’d love to know what problem the re-design was solving.
Maybe it is something to do with being resistant to change, but this new logo for Instagram is not it for me. I will say, I did not enjoy the old one either. This brand could be doing something way more fun and engaging, but the fonts always disappoint me.
Letter — Visual Identity for a Multinational Company
For Letter, I built the mark around two interlocking loop forms — a subtle nod to connection and precision, the kind of detail that makes a logo feel deliberate at a glance.
I developed the full system from there: wordmark, icon mark, a bold orange-and-black palette, and mockups across ID badges, business cards, lanyards, and even a smartwatch — showing the brand holding its identity everywhere it lands.
Transforming Blueprints into Reality with Vision and Precision.