Instagram reveals new dynamic motion identity system

Studio Dumbar/DEPT® led the charge in crafting a vibrant and comprehensive motion system that celebrates creativity and inspires its vast community of creators.

Working in close collaboration with their in-house brand design team, the approach focused on the potential of motion to create rhythm across everything Instagram does. The collective aim was a flexible, balanced motion system that was effective across both marketing and product, played with perspective, showcased creativity, and illuminated connections.

Influenced by Instagram’s native attributes, Studio Dumbar/DEPT® developed a sophisticated motion system that echoes the imperfections of natural human movement and user-generated content.

A series of flexible motion techniques were developed to support storytelling and add a layer of engagement to branded elements. Some techniques mimic natural camera movement (suggesting the depth and shifting perspectives of 3D space), while others recall the action of swiping or scrolling. Defining the system’s physics – physics determines how motion is oriented in time and space – played a fundamental role in the project and informed the approach to motion.

The creative potential was celebrated by showcasing the growing variety of user tools. In doing so, it was ensured that content and creators always come first while highlighting the limitless scope for interaction and collaboration. 

The seamless and energetic motion system has been integrated across Instagram’s core brand elements and is actively rolling out in focused campaigns. Extensive guidelines, templates, and toolkits ensure clarity and consistency, with the system playing a central role in daily app marketing and user experience.