I know which Instagram logo I prefer. The old one reads as a word. One continuous gesture. The curves, loops, ascenders and descenders belong to the same typographic language. There is rhythm, flow, contrast and, above all, unity. The new one? My eye keeps trying to assemble it. A bit of geometric sans here, a curious diagonal there, a few almost-calligraphic gestures elsewhere. The letterforms seem to have met for the first time five minutes before the photoshoot. And then there’s the r. “Instagram” has a rather useful r sound in its name. Yet the new drawing somehow manages to make the r retreat behind the g, as if it had accidentally wandered into the logo and was now hoping nobody would notice. The old logo says Instagram in one breath. The new one says Insta… g… ram? Minimalism is wonderful. Until removing things starts removing the word. @instagram