When you’re company is purchased for a billion dollars and you’ve grown your user base to well over 100 million users in just two years, it’s easy to say that you’ve become more than just a flash in the pan. Instagram has become more than just a fun app to use, it’s become a way for millions of people to communicate through images. It’s easy to see why the company was scooped up by Facebook, the photo app became just another avenue for social networking.
Now that Instagram has caught on and is a certifiable brand throughout the world, founder Kevin Systrom has hired a friend and typography Mackey Saturday to redesign (tweak really) the Instagram logo. Saturday’s goal was to create an improved logo that would become an iconic and timeless script, like Coca-Cola, Kellogg’s and Campbell’s.
“The real goal is to sit alongside some of those timeless scripts, like Kellog’s and Campbell’s,” Mackey said to Gizmodo UK. “Coca-cola’s another great example. It’s nostalgic, but it transcends popular trends.”
In order to achieve this, Saturday had to basically redraw Instagram’s previous Billabong font, by hand. The end result isn’t necessarily a complete departure, but a unique improvement. It’s now a custom and unique font in the vain of Coca-Cola, it’s also more readable and over time, it will become more identifiable.