Instagram has launched its new brand logo, an updated version of its previous camera logo, and a new set of icons for Boomerang, Hyperlapse and Layout. By Jamuna Raj from our sister publication desktop.

Yesterday saw the launch of Instagram’s new look that included an updated icon and new interface design, and a new unified set of icons for Boomerang, Hyperlapse and Layout.

The icon serves as a colourful doorway into the app which now has a new user interface with a less is more approach – a simpler, more minimalistic design that gives more prominence to the photos and videos of its users.

Instagram’s head of design Ian Spalter writes, the new logo “sets the groundwork for years to come.”

“When Instagram was founded over five years ago, it was a place for you to easily edit and share photos,” he shares. “Instagram is now a diverse community of interests where people are sharing more photos and videos than ever before, using new tools like Boomerang and Layout, and connecting in new ways through Explore.”

As with any redesign, there were mixed reactions towards Instagram’s new look, especially to its new icon.

–

Related: Are the brand logos of AirBnB, Beats and Flipboard all ripped from the same 1980s design book?

–

Design expert and former art director at the New York Times Steven Heller told Tech Insider that doesn’t have many strong feelings about it and that the new icon is “not a big deal”.

Reactions on Twitter were less forgiving, as the desktop team found out after trawling the Internet.

And our favourite:

Another piece achieving viral success:

via GIPHY

_

This article originally appeared on sister site desktopmag.com.au.

* * * * *

Purchase a subscription to Marketing and receive detailed brand management insight and analysis.

* * * * *