Instagram has ditched its retro-inspired logo for a new purple, orange and pink icon, as well as redesigning the app’s menus and backgrounds to make them entirely black and white.
Said to represent how much the platform has changed since it was purchased by Facebook in 2012, the new look takes shape from the previous icon but presents a simpler, more modern camera. The rainbow detailing lives on, but now in gradient form rather than the kitschy stripes seen previously.
The same look has also been applied to its Hyperlapse, Boomerang and Layout apps, tying all four apps more closely together.
Its sunset-like design certainly looks fresher and more relevant than before, but it hasn’t been quite so well received on all parts of the web. The Guardian said it looks “as if the camera was murdered, and chalk was drawn around its body,” and many other dissatisfied Instagram users took to Twitter to complain, like this guy:
Check out Instagram’s video showcasing the transition of its logos, above. In other marketing news, Coca-Cola has reworked its signature red branding.