She’s a multidisciplinary designer specializing in identity, typography, and motion graphics. Currently working for Instagram and Threads, she’s previously collaborated with the teams at COLLINS, Something Special Studios, Pentagram, and Delcan & Co.
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©2025 Lynn Oh
Instagram Team: Jasmine Probst, May Hartono, Cynthia Pratomo, Christy Silva, Lynn Oh, Dorian Dreyfuss, Ali McLaren, Steph Miles, Megan Siewert, Gabi Lovelace
Collaboration with MCKL Type, Koto, SSS
Creative Direction, Brand identity, Art Direction, Motion Graphics
Instagram’s first major brand refresh in over a decade reflects how the platform and its community have evolved. As Instagram expanded beyond a photo-sharing app into a global space for creativity, culture and connection, the identity needed to grow with it, creating a more flexible system capable of supporting an increasingly broad range of voices, formats and moments.
The refreshed system shifts the brand from explaining what Instagram is to expressing what it stands for: championing everyday creativity and the people behind it. Rooted in the language and rituals of image-making, the identity introduces a refined wordmark, evolved typography, a more intentional approach to the iconic gradient, and tactile graphic devices inspired by viewfinders, contact sheets and annotations. Together, these elements create a restrained but expressive foundation designed to elevate creator content rather than compete with it, giving Instagram a system that feels more human, adaptable and reflective of how people create today.