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.

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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.

Instagram imagery

93 images from about.instagram.com, in 2 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery and layout

50 images

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.

  • The official Instagram camera logo is centered against a stark white background.
  • A woman with long wavy dark hair takes a playful mirror selfie in a bright, sun-drenched home kitchen.
  • A close-up photograph captures two smiling teenagers sharing a playful moment outdoors against a vertical wooden fence.
  • A person with dark, tight curls pulls their hair forward to completely cover their face, hands gripping the sides of their head in a playful, casual pose.
  • Two young women, one with long dark hair in a pink shirt and the other with long blonde hair in black, share a single French fry while seated at a red booth.
  • A close-up, high-angle photo features two young women lounging together on a sofa amidst colorful blankets.
  • A medium close-up photo of a young man with blonde buzzed hair, peeking through the collar of an oversized red and blue plaid shirt draped over his head.
  • Three young men lean into a tight, low-angle group shot, looking directly down into the lens with expressions of surprise and curiosity.
  • A low-angle, outdoor portrait captures a young man with shoulder-length brown hair looking down into the camera against an overcast sky.
  • A close-up photograph featuring a person's open palm thrust toward the camera in a blocking or 'no pictures' gesture.
  • A close-up, low-angle selfie of a young woman with long dark hair, wearing a vibrant red ribbed sweater.
  • A close-up photograph features a person with voluminous brown ringlets pulled forward to completely cover their face, leaving only a hint of their mouth…
  • This graphic displays two side-by-side smartphone interfaces showing Instagram Reels.
  • A smiling man in a black leather jacket and patterned jeans gives a peace sign while sitting on a couch next to a woman with long dark hair.
  • A mobile interface screenshot shows a photo editing screen titled Effects, Made with Meta AI.
  • A vertical smartphone screen displays an Instagram Story draft of four friends peering down at the camera against a clear blue sky.
  • A vertical sheet of minimalist video interface icons rendered in a monochromatic palette of grey and black.
  • A close-up, flash-lit photo captures a person with voluminous dark curls adjusting a pair of blue-framed sunglasses while looking downward.
  • A smiling young Black man with a prosthetic left leg dribbles a basketball on a wet outdoor court.
  • A mobile interface screenshot shows a search results page for the word "space" on a social media app.
  • A close-up selfie of a woman with light green eyes wearing a white bathrobe and a matching head towel.
  • A high-angle, first-person photograph captures a person standing in a field of tall, frost-tipped green grass.
  • A close-up photograph features a young person with curly dark hair balancing a white and black soccer ball on their forehead with both hands.
  • A medium close-up photo shows a person with curly dark hair and glasses laughing while seated at a table against a brick wall.
  • A close-up, high-angle portrait of a young Black man with blonde-tipped hair, gazing upward with a faint smile while partially winking.
  • Two young women, one with long brunette hair and the other blonde, playfully share a single french fry by holding it between their lips like a bridge.
  • A minimalist line-art illustration of a smartphone screen sits against a vibrant pink-to-orange gradient background.
  • A minimalist graphic features a stylized Instagram login screen set against a vibrant purple and magenta gradient background.
  • A close-up UI screenshot depicts a white 'Notifications' mobile app menu floating against an orange background.
  • A close-up graphic of a smartphone screen interface set against a solid orange background.
  • A close-up UI screenshot of a mobile app's password reset screen is set against a vibrant orange background.
  • A close-up UI screenshot of the Instagram "Your Activity" dashboard against a vibrant pink background.
  • A digital UI graphic depicts a social media 'Remove Follower?' confirmation modal overlaying a blurred list of user accounts.
  • A white line-art Instagram camera icon sits centered on a vibrant vertical gradient background.
  • A person wearing a vibrant red hoodie over a black undercap hides most of their face behind a raised hand.
  • A head-on lifestyle photo of a young man with dark curly hair wearing a vibrant blue sheet mask while playfully flexing both his biceps.
  • A close-up candid photo features two smiling young people laughing together outdoors against a wooden fence.
  • A close-up graphic of a mobile social media interface shows a list of profile icons and buttons dimmed behind a bright white pop-up notification.
  • An Instagram-style graphic features a rounded-corner photo of several people's feet standing in a circle on textured concrete.
  • A close-up screenshot of a mobile app's reporting interface displays a white bottom sheet overlay against a purple backdrop.
  • A digital graphic overlays two Instagram-style photos against a solid black background.
  • A vertical social media story interface captures three young adults looking down into the camera lens under a bright sky, with a finger partially obscuring…
  • A digital graphic of a vertical social media story interface floating against a black background shows two young girls smiling while lying down.
  • The Instagram logo is presented as a minimalist graphic icon set against a plain white background.
  • A minimalist white lobby features a striking wall of light panels glowing with Instagram's signature orange, pink, and yellow gradients.
  • A wide-angle interior photograph of an office lobby featuring a glowing white Instagram camera logo on a clean white wall.
  • A top-down selfie captures three young friends lying closely together on the floor in a warm, candid moment.
  • A close-up photograph features a person with eyes closed wearing a teal-colored sheet mask.
  • A playful, low-angle photo shows a joyful woman with long dark hair kicking her leg directly toward the camera, her fuzzy tan pants and a purple-toed sock…
  • Two young women get ready in a pink-tiled bathroom with natural window light.

Product interface and experience

43 images

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.

  • A clean mobile screenshot of the Instagram Privacy settings page on a white background.
  • A mobile interface screenshot shows a 'Remove Follower?' confirmation pop-up overlaid on a darkened Instagram follower list.
  • A mobile interface screenshot of a social media feed shows a prominent 'Delete Post?' pop-up window with options for 'Cancel' and 'Delete.' In the…
  • A screenshot of an iPhone screen displaying an Instagram story menu overlaid on a photo of a person covering their eyes.
  • A screenshot of an Instagram app interface showing a 'Block an account' search list obscured by a centered pop-up notification.
  • A screenshot of a mobile social media post from the account 'dark emeralds' features a dynamic photo of two teenagers on a swing set.
  • A mobile interface screenshot shows a 'Restrict Account' pop-up window overlaying a social media comments thread.
  • A vertical mobile UI screenshot for 'Hidden Words' settings on a social media app.
  • A vertical mobile application screenshot shows the 'Blocked Commenters' settings page on a white interface.
  • A clean screenshot of a mobile app's 'Comment Controls' settings interface featuring a minimalist white layout.
  • A digital interface mockup shows a mobile social media 'Comments' section with five distinct user profiles.
  • A screenshot of a social media interface shows a candid photo of a woman with a prosthetic leg sitting cross-legged on a wooden floor, laughing.
  • A close-up graphic of a smartphone interface centered on a solid pink background, showing the 'Account Privacy' settings menu.
  • A minimalist graphic illustrates a smartphone social media comments section over a vibrant magenta background.
  • A smartphone screenshot of the Threads mobile app login screen featuring a stark black background and the white Threads logo.
  • A vertical screenshot of the Threads social media app feed displaying several text-based posts about TV shows and sports.
  • A vertical screenshot of a mobile phone's social media sharing interface displays a grid of circular contact profile photos with usernames and real names…
  • A screenshot of a mobile phone screen displays an Instagram verification interface titled 'Enter Code From WhatsApp' with a numeric keypad at the bottom.
  • A vertical mobile app screenshot of a 'Login Activity' security screen.
  • A vertical UI screenshot of the 'Emails From Instagram' security interface on a mobile phone.
  • This UI screenshot shows a mobile app password reset screen with a white background and clean, sans-serif typography.
  • A screenshot of a mobile app's account recovery interface featuring a circular profile photo of a smiling Black woman in a lime green top.
  • A vertical screenshot of a mobile UI titled "Request Instagram support" on a white background.
  • A vertical UI screenshot of a mobile social media search interface with a clean light theme.
  • A vertical social media interface overlay shows a support message on a white background with a purple and pink-hued live video stream at the top.
  • A screenshot of an Instagram mobile feed features a blurred main post by the user photosbyen, overlaid with a 'Sensitive Content' warning and a slashed-eye…
  • A white 'Content Advisory' pop-up box is centered over a blurred, dark gray grid background within a mobile app interface for the hashtag #depression.
  • A vertical mobile UI screenshot of the Instagram 'Time management' dashboard featuring a bright magenta bar chart showing daily usage over a week.
  • A mobile interface screenshot shows a 'Your Activity' page featuring a bar graph of 'Time on Instagram.' Above the blue-toned bars, the text '21m Daily…
  • A clean screenshot of the Instagram mobile Notifications settings menu on a white interface.
  • A clean mobile app screenshot displays social media post settings on a white interface with black text and blue accents.
  • A screenshot of a mobile app's reporting interface displays a list of clickable options under the header 'Why are you reporting this post?' on a clean white…
  • A mobile screenshot displays a social media 'Report' overlay covering the profile of 'fadaigongzhu3,' who has a lizard profile picture.
  • A vertical mobile app screenshot shows a 'Report' interface for a social media platform.
  • A mobile interface screenshot shows a 'Report' menu for Instagram with the prompt 'Select a problem to report'.
  • A vertical graphic for 'Instagram Plus' features three rounded rectangular photos cascading against a black backdrop.
  • A screenshot of an Instagram direct message conversation with Karel Stander, featuring a stack of shared photos depicting an underwater diver, a person…
  • A set of three mobile screenshots side-by-side on an orange and purple gradient background showing various Instagram search result tabs for the word "space".
  • A screenshot of a mobile app search interface centered against a vibrant pink, red, and orange gradient background.
  • Two side-by-side screenshots of the Instagram search interface show results for the term "space" against a vibrant purple-to-orange gradient background.
  • Three white smartphones displayed side-by-side show the user interface for Instagram's story feature.
  • A trio of black smartphones displays various social media stories against a plain white background.
  • A side-by-side product shot shows two white smartphones displaying an app's story viewer list.

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.

It has the guidance, 94 images and the logos. The font files belong to Instagram, LLC, so they’re left out.

Download the Brand SkillZIP, 6.7 MB

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/

├ images/

└ logos/

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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