Instagram’s Brand Journey: From Icon to Influence

When Instagram changed its iconic brown camera logo to a bright, gradient design in 2016, the internet had mixed reactions. But for many young South Africans, including Akha Sidloyi, the change marked the start of something new: A modern, creative, and connected digital era.

I remember opening the app and noticing how much cleaner and more modern it looked. At that time, I was in the seventh grade, and Instagram was expanding rapidly across the country. A whole generation my age started using it to share photos, follow trends, and connect with local influencers.

This expansion enhanced the brand’s attractiveness to consumers.

In particular, the new rounded, colorful layout stood out on cell phones. It was contemporary and recognizable, and people in South Africa felt refreshed by it compared to older, dull icons. This transformation was part of a larger shift happening across social media. As a result, the redesign helped raise profits and sales.

By making Instagram appear more professional, the update contributed to attracting advertisers. Since the change, both user numbers and advertising revenue have increased as more local brands joined the platform. The update also attracted a new audience.

Instagram became appealing to younger users and creative people. South African companies, celebrities, and artists began using it as a tool for marketing and engagement.

This demonstrates the impact of design trends on our relationships with products: simple logos are easier to remember, and bold colors signal an exciting brand. Because of the modern design, users are more likely to trust the site and want to spend more time there. The change of the logo didn’t just update Instagram’s appearance; it influenced how people like myself & other South Africa interacted and related to the platform.

[Editor's Thoughts] As Instagram continues its journey from a simple photo-sharing app to a global creative ecosystem, how will artificial intelligence shape its next chapter? 

Will AI-driven creativity strengthen the human connection that once defined the brand or redefine what authenticity means in a world where algorithms dictates the consumer behaviour?

Perhaps the next logo might reflect how we see the world; not just through filters and frames, but through the evolving lens of technology, creativity, and human connection.