Instagram Embodies The Imperfect Human Touch In Dynamic, Extended Brand Identity
Video screenshots via Studio Dumbar/DEPT®
Instagram has proven to be more than just a photo-sharing app over the years, and now it hopes to carry this dynamic flair across. Teaming up with Rotterdam brand design agency Studio Dumbar/DEPT®, the Meta-owned social network breathes animated life into its identity by emulating the organic gestures of its global user base.
Built around the core concept of reflecting the “imperfection” of real human interaction, the user experience comes aglow as static logos and graphics are swapped out for elements that resonate with the natural actions of camera movement, swiping, and scrolling.
Despite their casual feel, this expanded brand system—a year in the making—is defined by physics, which dictates how motion unfolds on screen for a consistent and recognizable visual language across the entire platform, including communications and the platform itself.
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This focus on storytelling and user experience keeps the app’s billions of users and their content at the forefront. The motion system serves to enhance, not overshadow, the creativity that thrives on Instagram.
“We expressed the creative potential of Instagram by showcasing the growing variety of tools available to users,” says the studio. “In doing so, we ensured that content and creators always come first, whilst highlighting the limitless scope for interaction and collaboration.”
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[via It’s Nice That and Little Black Book, video and images via Studio Dumbar/DEPT]
