Instagram has launched a new-look logo as it tries to move away from being seen purely as a photo app. The updated icon is designed to reflect how "vibrant and diverse your storytelling has become", the company says. "Inspired by the previous app icon, the new one represents a simpler camera and the rainbow lives on in gradient form." More than 80 million photos and videos are now shared every day on Instagram.
It has 400 million users and overtook Twitter back in 2014. It's also taken over as the go-to place to watch a celebrity spat unfurl. "When Instagram started, it was primarily a place to edit and share photos. Five years later, it's a global community of interests where people share photos and videos," the firm explains. Users will also notice the familiar blue backdrop is changing to white. The simpler design "puts more focus on your photos and videos" without changing how you navigate the app. The redesign started a year ago, Instagram tells Newsbeat.
"We wanted to create a look that would represent the community's full range of expression, past, present, and future." In a blog, Instagram's designers insist the new look isn't just "for the sake of novelty". But they say the logo "was beginning to feel not reflective of the community", and "we thought we could make it better".