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Photo sharing app unveils new sunset-coloured logo and a sleeker in-app look, but opinion is mixed.

Instagram, the photo sharing app owned by Facebook, responsible for such cultural highlights as hot-dog legs, The Fat Jewish memes and Rich Kids of, well, Instagram, has debuted a new logo.

The previous one, a retro-looking camera, and one of the most recognisable tech logos out there, has been replaced by a background swirl of sunset colours (orange, yellow, pink, purple) and a white outline of a camera. As if the camera was murdered, and chalk was drawn around its body. Murdered at sundown. Here it is:

 

 

The new logo was announced via a blog post, a longer post on Medium from head of design, Ian Spalter, and also a short introductory film. The kind that is usually intensely annoying, but actually this one is quite cute (warning though: the end has a lot of flashing and intense colours).