The new Instagram design “set the internet on fire”, so whether you hate it or not, I think that the launching campaign was completely successful.
Just imagine a more conservative redesign, following every brand rule, sticking to the old colors and to the worldwide known camera icon as much as possible. It might have been correct, but definitely it wouldn’t have been such a phenomenon. That makes me think that more than trying to create a timeless color scheme, or an everlasting gradient, they tried to shock as many people as possible and also get into the current design trends.
But in the end, the gradient is just an accessory, because the logo itself, stripped away from all its colorfulness, is actually a great work. …