Last year, Instagram changed its skeuomorphic icon branding to a purplish logo and it was only recently that I came across the design process on Fast CoDesign.
Instagram’s Design Head Ian Spalter, guided the branding exercise into a co-creation session. The write-up from the FastCoDesign article mentions…
At first, Spalter was most concerned with figuring out what elements people recognized most about the admittedly very complex and highly detailed Instagram logo. So he started by asking the whole company to draw the logo from memory in 10 seconds or less. “That gave us a sense of what was burned in,” Spalter says. What emerged were the camera lens, the rounded shape of the icon, and, surprisingly, the little black viewfinder in the top right corner.
