Bloom is now Rainbrand

(Brand guidelines) // Social media

Instagram brand
guidelines

Instagram’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from about.instagram.com.

Download the Brand Skill
Instagram glyph
  • Gradient purple#7F2EF6
  • Gradient magenta#E800A6
  • Gradient orange#FF5910
  • Gradient yellow#FFC800

About Instagram

Instagram is a visual platform for sharing everyday moments, discovering interests, and bringing people together through creative expression and conversation. Its identity is content-forward, vibrant, simple, and rooted in community.

Use Instagram’s own glyph or wordmark as the brand signature. Keep it distinct from app-interface icons and campaign artwork.

A vibrant, illuminated gradient is part of Instagram’s identity and appears in marketing, the logo, and product moments such as Create mode, stickers, and Story rings.

Instagram colors

  • Gradient purple

    Logo gradient

    HEX
    RGB

  • Gradient magenta

    Logo gradient

    HEX
    RGB

  • Gradient orange

    Logo gradient

    HEX
    RGB

  • Gradient yellow

    Logo gradient

    HEX
    RGB

  • Instagram Blue

    Links and primary actions

    HEX
    RGB

  • White

    Backgrounds

    HEX
    RGB

  • Black

    Text

    HEX
    RGB

Instagram fonts

  • Instagram Sans

    Heading · 400

  • Helvetica

    Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Instagram’s voice

Write with warmth, clarity, and an easy sense of connection. Speak directly to people in a conversational tone. Center everyday life, creativity, discovery, and the relationships people build through sharing. Keep sentences simple and inviting rather than formal or technical.

  • “Instagram brings you closer to the people and things you love”
  • “Where everyday moments bring friends together”
  • “Share what you’re into with the people who get you”
  • “Your experience on Instagram should be intentional and inspiring”

Dos and don’ts

Do

  • Put content and everyday human moments at the center of visual work.
  • Use the illuminated gradient as an expressive cue for discovery and moments of energy.
  • Keep layouts simple, immersive, and open to self-expression.
  • Write with warmth and directness, connecting features to real interests and relationships.
  • Use Instagram Sans for primary headings and Helvetica for body copy.

Don’t

  • Don’t let decorative treatment compete with the content.
  • Don’t make the gradient feel static or dull; Instagram describes it as vibrant, illuminated, and alive.
  • Don’t make the voice sound formal or impersonal; keep it conversational and people-centered.

More from the Brand Skill

Imagery and layout

Put content first. Favor simple, immersive layouts that celebrate creativity and self-expression; marketing layouts may use full-screen imagery and draw on the in-app experience. Treat people, their interests, and their everyday moments as the story—not decorative filler.

The imagery spans genuine social moments, friendships, self-expression, and discovery.

Product interface and experience

Instagram’s product interface is part of its brand expression. Show the real interface accurately when creating product-facing work. Keep interface elements legible and let the product content lead. Product areas include privacy controls, account security, safety tools, discovery, messaging, Stories, Reels, and Threads.

Download Instagram’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Instagram’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

instagram-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ imagery-and-layout.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ product-interface.md

│ └ voice.md

└ assets/logos/

└ instagram-icon-2.png

Rainbrand’s Brand Agent built this Brand Skill from about.instagram.com on 30 Oct 2026. It isn’t Instagram’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Instagram and its logos are trademarks of Instagram, LLC. Rainbrand isn’t affiliated with or endorsed by Instagram, LLC.

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