# Instagram Brand Refresh by Instagram

Brand reveal film showcasing Instagram's refreshed visual identity system, custom typography, refined gradient, and expressive editorial design language built for creators and community.

- Company: Instagram
- Year: 2022
- Duration: 1:02
- Type: Brand film
- Objective: Announce
- Industry: Creative tools
- Audience: Creator
- Medium: Typography, Product UI, Live action, 2D animation, Mixed media
- Style: Editorial, Bold, Playful, Minimal
- Techniques: Kinetic type, UI choreography, Rapid cutting, Split screen
- Structure: Manifesto
- Pace: Fast
- Audio: Music-led
- Format: Landscape

## Observations

- Visualizes the vector typography construction that derives glyph curves directly from Instagram's iconic squircle glyph.
- Showcases a high-contrast editorial layout system combining user-generated casual photography with stark headline typography.
- Highlights refreshed UI iconography and animated interactive elements like the Add Yours sticker and DM bubbles.
- Features the modernized 3D vibrant gradient along with the secondary Close Friends vibrant green spectrum.

## Moments

### 0:00–0:05 · Built for Creativity

The video opens with the classic Instagram glyph transitioning into lifestyle footage of youth creating music, framed with kinetic type.

Tags: Live action, Kinetic type

Link: https://motionreference.com/reference/aefa5975-7f34-4aec-8a66-4c52cba32ab7?t=0 · Moment id: `aefa5975-7f34-4aec-8a66-4c52cba32ab7-m0`

### 0:05–0:13 · A New Wordmark

Vector anchor points demonstrate the typographic evolution of the Instagram wordmark, transitioning into the refreshed brand system announcement.

Tags: Typography, 2D animation

Link: https://motionreference.com/reference/aefa5975-7f34-4aec-8a66-4c52cba32ab7?t=5 · Moment id: `aefa5975-7f34-4aec-8a66-4c52cba32ab7-m1`

### 0:13–0:20 · Everyday Expression UI

App navigation icons, story camera viewfinder, and interactive community stickers interact seamlessly with real-world handheld footage.

Tags: Product UI, UI choreography

Link: https://motionreference.com/reference/aefa5975-7f34-4aec-8a66-4c52cba32ab7?t=13 · Moment id: `aefa5975-7f34-4aec-8a66-4c52cba32ab7-m2`

### 0:20–0:31 · Utility and Personality

Motion graphics dissect the geometric curvature of letterforms and UI bubbles, juxtaposing rigid precision with organic handwriting.

Tags: Kinetic type, Product UI

Link: https://motionreference.com/reference/aefa5975-7f34-4aec-8a66-4c52cba32ab7?t=20 · Moment id: `aefa5975-7f34-4aec-8a66-4c52cba32ab7-m3`

### 0:31–0:44 · Editorial Grid & Modern Gradient

Print-inspired digital layouts demonstrate poster designs, accompanied by dynamic previews of the illuminated color gradients.

Tags: Editorial, Split screen

Link: https://motionreference.com/reference/aefa5975-7f34-4aec-8a66-4c52cba32ab7?t=31 · Moment id: `aefa5975-7f34-4aec-8a66-4c52cba32ab7-m4`

### 0:44–0:58 · Without Pressure to Be Perfect

A rapid montage of casual imagery, community stories, and marketing collateral reinforcing an authentic, low-pressure creative philosophy.

Tags: Rapid cutting, Mixed media

Link: https://motionreference.com/reference/aefa5975-7f34-4aec-8a66-4c52cba32ab7?t=44 · Moment id: `aefa5975-7f34-4aec-8a66-4c52cba32ab7-m5`

### 0:58–1:02 · Final Lockup

The refreshed custom wordmark resolves cleanly alongside the squircle camera logo against a stark black backdrop.

Tags: Typography, Minimal

Link: https://motionreference.com/reference/aefa5975-7f34-4aec-8a66-4c52cba32ab7?t=58 · Moment id: `aefa5975-7f34-4aec-8a66-4c52cba32ab7-m6`

## Links

- Motion Reference page: https://motionreference.com/reference/aefa5975-7f34-4aec-8a66-4c52cba32ab7
- Watch: https://attachments.are.na/51388425/3d1622a6298eaa19507efbdf379cfc5b.mp4?1791968768
- Original: https://x.com/avstorm/status/2087945405212282980/video/1
- Video id: `aefa5975-7f34-4aec-8a66-4c52cba32ab7` (use with the MCP tools get_reference, get_breakdown and get_related_references)

Cite the Motion Reference page and credit Instagram when you use this.