I’m not a fan of trends in graphic design. For me I think design should answer the brief rather than the current fashion trend.

Take the new Instagram logo for example. Gone is the reference to the old Polaroid/Instamatic camera. That icon of capturing the 1970s moment and in comes a flat, monolithic, uninspirational piece of iconography that fails to capture the essence of the brand but follows the current ‘trend’.

The beauty of the old logo is it symbolised that perfect moment; from a time when every shot counted. When photos were precious memories and something to be cherished (rather than a complete documentation of your evening!)

Shouldn’t that be at the core of Instagram’s brand message and communication? I think so.

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