Instagram's gradient brand identity blends warm purples, pinks, and oranges to evoke creativity, self-expression, and the magic of a sunset.
Instagram's rebrand in 2016 replaced its skeuomorphic camera icon with a vibrant gradient logo that moves from purple through pink to orange and gold. The gradient was inspired by sunsets in New York City and represents the beauty of moments that Instagram users capture and share. The bold, warm spectrum distinguishes Instagram from the cold blues dominating other social platforms.