Global Gradient Toolkit

How can systematic design thinking breathe new life into iconic brand assets, allowing them to evolve and connect meaningfully across ever-changing cultural landscapes?

An evolution of Instagram’s most recognisable brand asset: the gradient. Now featuring more dynamic range, the new global gradient toolkit enhances accessibility and provides clear guiding functions. Brought to life with movement, it creates a stage for personalised brand experiences and user expression, adapting for various contexts and moods.

Dynamic Range

Central to our approach was redefining the relationship between colour and content within Instagram's iconic gradient. We crafted a flexible framework that allows the gradient to adapt and evolve, ensuring it remains fresh and impactful across various brand applications. By varying colour combinations, the gradient can either make a bold, heroic statement or be subtly dialled down to create moments of focus.

Adapting For Context And Mood

We took into account the user’s viewing experience at different times of the day. The gradient shifts to cooler tones during the night, reflecting the calmer energy, and to warmer tones during the day, mirroring the more active environment. This not only ensures visual cohesion with the surrounding content but also aligns with the natural light, reducing eye strain and enhancing the overall user experience.

Enhanced Accessibility

Accessibility was a key priority in our approach. We developed a colour and composition technique that enhances legibility, adhering to best practice accessibility standards. The gradient was carefully structured to create designated zones where typography can be easily read, using lighter colours to guide the eye and create emphasis. When combined with bespoke layouts and motion design, the result is a more dynamic, accessible, and energetic brand expression.

Guiding Creativity and Connection

The gradient framework was also applied functionally across user-interface components, iconography, and typography, emphasising priority functions and key brand messages. This systematic approach ensures a clear hierarchy of information and legibility, while retaining strong brand recognition.

Evoking Movement

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

A Stage For Expression

Our exploration of future creator tools led to the development of personalised gradients that respond to user-generated content and individual identity. By empowering users to become part of the brand through self-expression, Instagram can build stronger connections with its audience, contributing to a more dynamic and responsive brand identity.