This past week, the Instagram episode of “Famous Brand Reveals New Logo And Everyone Freaks Out” debuted – and it was glorious. I’ve already outlined, in what will probably is the most evergreen piece of content I’ve ever written, how we tend to react to new logos that brands reveal with varying degrees of fanfare. The comments, the tweets, the redesigns, the outrage – I love it. It ranges from thought-provoking to downright ridiculous. Now I’m not saying that we shouldn’t voice our opinions. Most of the people I follow and I agree on our impression of the new Instagram logo. We aren’t up in arms like many others but we aren’t completely in love with it either. However, I submit to you that it doesn’t matter in this particular case for a few reasons.
The Brand Value Has Been Earned
Instagram has earned a prominent place in the social collective consciousness. It’s popularity continues to rise, along with its value ($19 billion to $35 billion, to be exact-ish). Instagram as brand has momentum that can’t be tamed simply by what you may think is a logo misstep or disappointment. If you are already using Instagram, are you going to stop because you don’t like the gradient? Now, of course, it’s going to take some getting used to. I, myself, have lost the icon in the sea of my other apps, a couple of times, before learning to recognize it as the new Instagram logo. However, years of excellent execution, growing features, and great user experience are not going to be outweighed by a new logo.
The App Itself Got Better
I really like what Instagram did with the design of the actual app. Some are taken aback by the lack of color within the app itself. I think app system being black and white brings out our photos and videos more. It makes the user content more of the focal point. Our photos and videos get more attention. We are providing the color. The first time I went to add content to my account, I noticed how clean the app looked. All the white acts as the blank canvas waiting for us to paint. In my opinion, they have improved the user experience, which the ultimate goal of any brand.
The Limited Shelf Life of Outrage
This phenomena is seen throughout the world and is particularly notorious on social media. Outrage has a shelf life – a short one. Are you still going to be mad in a year? A month? A week? Tomorrow? The lack of commitment from people to sustain the fire of their gradient rage prevents them from reaching higher heights of hateration.
Some people just don’t like change and, fittingly, that’s not going to change. As long as Instagram didn’t pull a Gap or San Francisco 49ers (circa ‘91), any negative new logo feedback wasn’t going to be that big of a deal. Constructive critiques are great. It is when we get a little too charged up over new logos that objectively aren’t that bad (if they are bad at all) that we’ve lost contain on our emotions. Cool out, have great discussions, and have fun remaking the logo as you think they should. But, ultimately, accept it and keep everything in perspective.
P.S. Check out this awesome video (and hair) from the great Tobias van Schneider as he discusses the new Instagram logo.