Instagram on Wednesday overhauled its logo into a new-look purple, orange and pink icon.
The Facebook-owned photo and video sharing app also redesigned its app to make its menus and background entirely black and white to replace the chrome and blue.
The user interface is flatter and less colorful. The notification color is now watermelon pink, not orange, with simplified toolbar icons so light they resemble shadows.
Instagram New User Interface / Image Credit: Instagram Blog
According to the company the move reflects how the app has transformed since it was created in 2010.
“While the icon is a colorful doorway into the Instagram app, once inside the app, we believe the color should come directly from the community’s photos and videos,” wrote Instagram’s head of design, Ian Spalter.
“We stripped the color and noise from surfaces where people’s content should take center stage, and boosted color on other surfaces like sign up flows and home screens.”
Instagram also updated logos for its other apps, Hyperlapse, Layout and Boomerang, with a similar look.
More than 80 million photos and videos are now shared every day on Instagram. It boast over 400 million users.