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A lot has been said about Instagram’s now famous re-branding, however, we wanted to wait until the hate died down a little before explaining to everyone why the new Instagram logo is amazing, and why they’re wrong, why the very fabric of what they hate, was of their own doing.
Let’s take a step back
It was the 90’s, a time of focused confusion in both style and design. From its love affair with bright fluorescent colours to the commercialization of the information highway, it was pre-popup ads, pre-terrorism e’rywhere, pre-privacy concerns. It was for all intents and purposes, the last decade of naivety.
Now fast-forward to the here and now, and let’s look at the first generation to be truly immersed in the digital age, Millennials. They have a natural pre-disposition towards analogue & simplicity. A melange style of 80’s meets 90’s, from high waisted jeans to the large rimmed glasses your aunt Nancy used to wear. So why is that important?
Let’s look at Instagram and current top hashtags (yes, current) to get a sense of the topics that matter most to the top age demographic, 18-29 (majority millennial, minor in Z-Gen).
Top of the list is #fashion. Over 300 million posts. That’s a massive amount of content. This hashtag tells us how important style is to users, and if we consider the dominant age bracket as noted above (18-29), and gender (female), you start to see the influence within Instagram’s new logo.
Instagram isn’t stupid. They did their homework, studied ALL OF THE INFORMATION we gave them and sculpted a visual representation of that sample. This is it. This logo is literally the culmination of a generation’s love affair with a former decade.
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Why you actually love it
We love familiarity. Nostalgia, not content, is king and we proved it with ALL the references to the 90’s we’ve ridiculed the new logo with.
We see the Instagram logo as the culmination of that desire, to be a part of something that once was, a rose coloured look at the past, and they nailed it.