looks like they spent more time on the video explaining how hard they worked on the new app icon than on the new app icon itself.

WHY YOU MURDERED THE LAST SKEUOMORPHIC ICON

Waiting for the draconian Eli Schiff review.

I dunno about you guys, but I actually like it.

Didn't Eli Schiff call this in one of his recent posts?

Surprised they went with an all white UI and not a dark UI, if their goal was to make the photos stand out more?

I don't hate it, but it just feels... "off". I think part of it is the monochromatic color scheme; the blues and grays from the previous iteration helped create some personality and contrast. This just feels like a wireframe, and a rather bland one at that. I'll reserve final judgement until I get some heavier use in, but my first impression is a solid "meh".

I love the app icon and the UI on it's own. But it kind of killed the Instagram brand identity and I have nothing to associate Instagram with anymore. It's much more bland and forgettable. But I guess that's OK when you dominate the market.

I'll still use it every day and will most likely get used to it fast. It's not the end of the world.

Instagram, embracing the hazy LA sunset filter of their dreams

If anybody needs a vector file of the new icon, you can swipe it from their favicon.

EDIT — Or better yet, check out their Brand Resources.

I’m just thinking of the number of sites I made that I’ll have to update the icon on...

The colors of the the app icon are too crazy for me. None of the colours within the icon are used in the app also.

Sticks out like a sore thumb on my phone homescreen :'(

If this was created by a senior in design school, then I'd be impressed. Otherwise, it earns a resounding "meh..."

To me, the craziest thing is in their guidelines they say this: "Please respect the app icon and the glyph. Always maintain their set proportions and never show the glyph or the app icon as smaller than 29x29 pixels."

29x29!? That's huge. They really need to offer a 16x16 version of the glyph. That seems like a huge oversight. I wonder if they really enforce it, though?

Uggg, now I can never update the application, I can't deal with that springboard icon. This is a real bummer because the updated UI looks nice.

the monochrome icon is ok, minimal/departure from the polaroid thing, but ok.

That purple/pink/orange thing is ...just so arbitrary. I don't feel it makes the 'rainbow live on' at all

Eli is going to do his NUT

sorry to say but this is a bad UI design. It looks unfinished, whitespaces are smaller. You have no idea where to tap, making a post looks like it'S made in microsoft paint...Thumbs down :(

I wonder how many millons of people will think their app has just deleted. The Instagram icon was very recognized, now all that trademark is lost.

Im indifferent on the App Icon but really like the UI changes.

Expecting a lot of tears about how uniform this supposedly is. Would be interested in seeing those peoples home screens as this still looks markedly different from a lot of icons IMHO.

I don't dislike it, but i certainly don't love it either..

Sometimes it feels like teams get blinded from their own work. Working and iterating on the same thing over and over again, it gets hard to distinguish good from bad in the end.. that is until you look back at it again a month or two later with fresh eyes.

Do others seem to find themselves in this position at times? What do you do in the realization of such?

Yea the icon branding stuff has its issues (not entirely sold on the strategy/rationale), but I'm sure it'll die down. Criticism is to be expected with any major rebrand. The bigger issue is the UI/visual design within the app. Everything is essentially one color, which creates contrast issues for me at least. It's difficult to visually separate navigation & interface from the content. It all blends together with the white. In attempting to make the content stand out more, the layout is harder to visually scan. I also wonder what the accessibility experts would say about this as well.

It looks like they went to great efforts to produce that "new look" video. Perhaps time would have been better spent extending the new branding to the other products in the IG family...

http://i.imgur.com/3fippn2.png?

#noloveforboomerang

Icon aside, so glad they did away with the off-putting blues and blacks from the previous UI. Much cleaner.

Looks like they're using a new condensed typeface too – seen here

A day later and the app icon has seriously grown on me. It stands out on my home screen as so much more enticing than anything else. It's a downer, actually, to get into the app and not be in a ~ world of gradient ~. I want that app.

Why do they separate the icon from the type on web? Isn't this kind of anti-branding? Like this?

I wondered when crazy gradients would come back into fashion. Flashing text next?

I was waiting for something like this after tapping the icon http://cl.ly/2t0Q0V0u2w07/ig-gradient.mp4

Now I want A Medium article about all the process and a new thread of it here inside DN ..

[indifferent]

I still like the icon. It still has this outstanding look even though it's flat now.

Missing the iconic orange of in-app notifications, but overall into it.

Luckily, I don't have to see that LA gradient too often since I search for everything on my phone.