Rebranding can be a very complicated and risky move for companies. Focusing on your vision, and ultimately understanding your audience, is key. Remember, change sometimes evokes disapproval, especially with a platform that reaches millions of users.
Instagram, the widely popular photo sharing network, has released an update that includes a new logo design and white user interface. Ian Spalter, Instagram’s Head of Design, explained in a blog post on Wednesday that Instagram had begun to feel non-reflective of the community. In an effort to develop a more modern look and feel, the Instagram logo advanced into a more vibrant display of color while the interface has been simplified to allow user photos to stand out.
Though the intent of the updates were to “evolve” with the community, the company's rebranding has sparked harsh criticism. The new interface seems to be a widely accepted change, as it allows user content to really stick out. The new logo, however, hasn’t gone over too well. “So much time and resources wasted into something no one felt the need for,” wrote one user on Spalter’s post. “The old icon was truly… iconic. It made you guys stand out. The new one is just a dime in a dozen,” said another. Tim Nudd, Creative Director of Adweek, headlined an article ‘Instagram’s New Logo is a Travesty. Can We Change It Back? Please?’
Make subtle changes that allow your brand to still be recognizable. Logo changes are tricky! Companies evolve over time and want to reflect their growth. Audiences, however, like familiarity and comfort with a brand. Stay true to the brand's origins to lessen the risk of creating a disconnect with fans and embrace what has already made your company stand out.