Still love you instagram!
Controversy’s favourite child - ‘Instagram’ has always been naughty with its users, may it be censoring user’s posts, or putting a clause in the terms and conditions that they can sell user’s pictures or changing the news feed timeline to push advertising. But still Instagram is one of the most downloaded and most loved app. Although, people don’t seem to be happy about the recent rebrand. There are valid arguments on both the sides.
For the change
Against the change
Many unanswered strategic questions still remain. Why the change? Wasn't Instagram doing well? Does strategy change always need to undertake design change? Why this change wasn't made when Facebook acquired them? Is there a bigger strategic objective? Is this change coming as a background for an IPO? What about adding more features and filters, which other photo apps do? Will this be a successful rebrand?
Only time will tell !
For the change
- Prima Facie it looks like a sensible evolution of the logo. It looks vibrant, sexy and makes us feels like Instagram doesn't want to be left behind on the minimal design race. Moreover, what makes Instagram such a successful brand is not the logo or identity: It’s the experience that Instagram provides: Point. Shoot. Tap and Upload.
- Initially, the app was all about adding filters to your photos, but now that the app has evolved into a social media platform. Many brands use this platform as a marketing, engagement and sales channel. The target audience has also shifted to a more broad demographic than just ultra-hip, filter-lovers, for whom a retro Polaroid was trendy.
- Now Instagram has reached at a point where the brand objective is not identification, differentiation or recall. That's achieved. Now it needs to become iconic, the brand design should be more minimal, iconic and symbolic. Similar to Mercedes’s three-pointed star or WWF’s polar bear who have become unique and memorable minimal icons.
Against the change
- The biggest consumer brands like Nike swoosh and McDonald M did not changed in so many years. They have built equity for years together without changing. There was no real necessity for Instagram to change its design so drastically. The Polaroid camera was already most identified and loved icon, they should have built further on that popularity.
- The previous icon of Polaroid camera with rainbow stripes, detailed camera lens and viewfinder gave Instagram its success. In the beginning, it was one of the few mobile apps, which dared to have a real picture as their icon, instead of an illustration. Ideally, the icon should stand out from the collection of multiple apps on people’s smartphones, which the Polaroid camera icon did very well. The new icon seems to get lost within the phone.
- They could have made small changes and kept alive that retro, classic, old school vibe and then changed incrementally to a modern version. This organic aesthetic of the Polaroid camera gave Instagram more authenticity and credibility. Now it feels like it has lost its character and looks just like any other photo app out there.
Many unanswered strategic questions still remain. Why the change? Wasn't Instagram doing well? Does strategy change always need to undertake design change? Why this change wasn't made when Facebook acquired them? Is there a bigger strategic objective? Is this change coming as a background for an IPO? What about adding more features and filters, which other photo apps do? Will this be a successful rebrand?
Only time will tell !