The gradient logo replaced a photo-realistic camera icon in 2016, which was controversial at the time. Now the purple-to-orange sweep is one of the most copied design moves of the decade — you see versions of it on apps that have nothing to do with Instagram.
The 2016 Instagram rebrand replaced the literal camera with an abstract gradient that became one of the most copied design moves of the decade. The gradient runs from deep purple-blue (#405DE6) through magenta and pink to warm orange and yellow (#FCAF45). These hex codes represent the gradient stops that Instagram uses across their design system. In practice, the brand often renders as a simplified two-stop version (purple → orange), but the full spectrum captures the full richness of the original mark.
Click any swatch to copy the hex code