Instagram launches a new logo - a 'simpler camera'

Instagram is launching a new-look logo as it tries to move away from being seen purely as a photo app.

The updated icon is designed to reflect how "vibrant and diverse your storytelling has become", the company says.

"Inspired by the previous app icon, the new one represents a simpler camera and the rainbow lives on in gradient form."

More than 80 million photos and videos are now shared every day on Instagram.

It has 400 million users and overtook Twitter back in 2014.

This is the old school camera logo you are familiar with - soon to be phased out. Facebook bought Instagram in 2012

It's also taken over as the go-to place to watch a celebrity spat unfurl.

"When Instagram started, it was primarily a place to edit and share photos," the firm explains.

"Five years later, it's a global community of interests where people share photos and videos."

"Every photo and video - from the littlest things to the most epic - opens a window for people to broaden their experiences and connect in new ways," says Instagram

Users will also notice the familiar blue backdrop is changing to white.

The simpler design "puts more focus on your photos and videos" without changing how you navigate the app.

The redesign started a year ago, Instagram tells Newsbeat.

"We wanted to create a look that would represent the community's full range of expression - past, present, and future."

There are also new icons for Instagram's other creative apps Layout, Boomerang and Hyperlapse

In a blog, Instagram's designers insist the new look isn't just "for the sake of novelty".

But they say the logo "was beginning to feel not reflective of the community", and "we thought we could make it better".

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