Everyone's favourite photo app Instagram introduced a new feature called "photos of you" this week. About the same time it has launched a new wordmark.
The previous logo was written in a typeface called Billabong. The new one is custom made and created in cooperation with designer Mackey Saturday. It was an evolutionary update maintaining the nostalgic aesthetics that Instagram builds its brand design around. Saturday says the new mark is more "refined, durable", while better positioning the brand for expansion.
The camera icon remains unchanged.
A look into the design process: