14/08/2026
Instagram just changed its logo for the first time in 10 years.
Half the internet is calling it "Instagzam." The other half is debating the typography.
But here's what we think is actually interesting: they kept the script. After a decade and 3 billion users, that handwritten look is Instagram. Ditching it for something trendier would've cost them more than it gained.
That's brand equity working exactly how it should.
The changes they did make were quiet ones. Better legibility. Tighter structure. The kind of stuff you feel before you notice.
This is the balance every brand, big or small, has to find. Consistency builds trust. But trust doesn't mean staying frozen forever.
For small and medium businesses especially, this is worth sitting with. You don't get to be forgiven the way a 3-billion-user platform does. So before changing anything, know exactly what's broken and what's actually working.
Your brand can evolve and still feel like you. That's the whole point.
Is your brand due for an evolution, or a full reinvention? That's the real question. Let's talk about which one you need.
