Global Gradient Toolkit

A dynamic and intelligent identity system that empowers Instagram with agility, recognition and reach.

An evolution of Instagram’s most recognisable brand asset: the gradient. The new global gradient toolkit is brought to life with more dynamic range and movement. It creates a stage for personalised brand experiences and user expression, adapting for various contexts and moods.

Enhanced Accessibility

The gradient was carefully crafted to adhere to best practice accessibility standards. Gradient compositions and colour hierarchy combine with bespoke layouts and motion design to create a more dynamic, accessible, and energetic brand expression.

Contextualised Expression

The living energy of Instagram, captured through the gradient is intelligent and adapts to context. Creating immersive experiences, it responds to users, content, the physical environment, audio, and movement to invite interaction and inspire creativity.