Just a few days ago, the head of Meta's Instagram, Adam Mosseri, announced a rare change to the look of the popular application, a first in a decade.

With it, an elegant, curvy version of the Instagram wordmark ceased to exist, at least on the app, being instead changed with a "cleaner and more modern" look, as its chief says.

However, many users and brands found the new wording style, which pops up at the top of the application when opened as not good enough, mocking it, reposting and comparing "r" on it to "z," which quickly led to a new joke name – "Instagzam."

"The wordmark at the top of the app hasn't changed in 10 years, so it was time for a refresh," Mosseri wrote in a post featuring the word Instagram on a plane dirty-white colored background.

Some branding and social media experts quickly tried to explain the move as the start of a new trend where simpler and clearer content could likely gain traction.

However, at the same time, many brands and advertising agencies moved to create their own version of a rebranded look, taking inspiration from Instagram's new font.

The brands, including carrier Norwegian, KitKat and Motorola India, were among those sharing the visuals resembling those of the social media giant, using its move to play with algorithms and raise brand awareness.

"One thing that will never change: the importance of having a break," KitKat wrote in the image description featuring its widely-known phrase "have a break."

Still, Instagram's decision shows the contrary – changes do come – and as any other company, Instagram itself probably did need a refreshed look that pairs the year 2026.

For many, it also carries a sentimental weight, leaving them hardly accepting that companies, even those as large as Instagram, need to move forward and introduce novelties.

Was the move a marketing success, or would it lead to a broader change around the platform and new features, it remains to be seen.