Case files – Instagram’s new logo is rebranding at its finest
Branding is a lot of work.
From the product to the logo and business card, there’s a lot of thought that goes into the process. What is the message that you want to portray? Why do you feel the customer will connect with your brand? These are some of the questions that a well branded company addresses. Once you’ve nailed your image to the world, it’s a matter of strategic marketing and good service.
Instagram is a brand that needs no introduction. Its camera logo with the distinct rainbow at the left corner, an image you probably wake up to in the morning. It’s become a part and parcel of everyday life. Ordering food outside? Night out? Friend in town? Back from the gym? Hold on, I need to first post it on Instagram. If you’re honest with yourself, you probably have a pet dog/cat at home with their own Instagram account. That’s how ingrained Instagram is in your life.
Last Thursday, however, we were shocked by Instagram’s new logo. Gone was that old-school camera that won the hearts of many. Now, a redesigned ombre camera stands between you and your followers. The internet is torn between supporting Instagram for their bold upgrade and hating the new logo in staunch support of the old one.
The question stands – Why did Instagram rebrand their famous logo?
To quote the legendary Socrates – The secret of change is to focus all of your energy, not on fighting the old but building the new.
Rebranding is essential when you need to upgrade and get a competitive edge over your competitors. It’s a change that needs to happen when you feel that you brand has more potential; where a little change in your branding, targeting and customer preference can return better monetary benefits.
Instagram is one such example of a reputed brand that already had a base of faithful followers and yet chose to rebrand their icon. The change symbolized shedding their vintage look to opt for a more up to date image.
Though rebranding is a huge decision for any small/big company, it’s a necessary change that can invoke an updated feel to the average consumer. It will have an impact on the customer and make you stand out from the crowd. By reexamining your strategies and reflecting on market dynamics, you’ll gain an informed understanding of your competition, your customer, and that extra dash that is needed to bridge the gap between your brand and your target.
The major factor to keep in mind while rebranding is that your product, service and technology should be simultaneously improved. Your rebranding should effectively communicate to the customer that your change has evolved your company to greater heights and that you’re ready to meet their quality and advancement expectations.
When looking at the long-term aspects, consider rebranding. If Instagram can get away with it, so can you! To site another example, Stoppress Communications has taken a leaf from the rebranding brouhaha and we’ve redesigned our website. Do check it out and let us know what you think about it in the comments sections.