Posted: 3 September 2026

Koto refreshes Instagram brand

Earlier this year, portfolio company Koto delivered a global rebrand for Amazon, which was shortly followed by the agency being appointed as design partner for the LA28 Olympic and Paralympic Games.

Now, we’re delighted to see their excellent work continue with the unveiling of a new brand identity for social media platform Instagram.

Koto spent months working closely with Instagram’s design team, exploring, experimenting and refining one of the world’s most recognisable brand identities.

The challenge was to breathe new life into something so instantly familiar, while retaining the essence of what has made it so iconic.

The result is a beautifully considered evolution, including a new wordmark inspired by the flow of creative writing – a fitting celebration of the creativity and self-expression at the heart of Instagram.

It’s another great example of Koto combining strategic thinking, creativity and exceptional craft to help some of the world’s best-known brands evolve.

Read more about the brief and the thinking behind the work in Koto’s case study: https://koto.com/projects/instagram