Instagram created custom fonts called ‘Instagram Sans,’ and some of them are truly wild

Instagram rolled out a big “brand refresh” today, which is mostly a fancy term for freshening up some marketing materials and making big hand-wavy statements about logos. And there’s plenty of that here, too. (Can I interest you in a long digression about illuminated gradients?) But there’s also one much bigger change: Instagram created its own typeface, called Instagram Sans, that it plans to use broadly going forward both in marketing and in the app itself.

Instagram Sans was inspired by Instagram’s logo, the company said, and “reflects the shape of the glyph and our commitment to simplicity and craft.” (Like I said, hand-wavy.) It’s inspired in large part by the combination of squares and circles, or as Instagram lovingly calls them,…

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