If you go to load up Instagram today, you might have to search for a new logo. And it's a big change.
We'd like to think that's a glimpse into just how much effort goes into creating a new brand identity, and you can be sure the process was a long and difficult one over many months.
All Instagram related products are also getting a more streamined logo, see the icons for Layout, Boomerang and Hyperlapse below.
Refreshing a look can be a good way to make users feel like they're getting something new, when in fact the app's functionality is remaining the same. One thing they are changing though is the way your timeline looks.
The redesign is aimed at being simpler, with fewer borders and lines to make it easier to see the photos and videos in all their glory. It's also very much in line with the sleek design ethos of most mobile operating systems which are around today.
Here's how the timeline looks now on Instagram.
It's not a massive change really but something to be aware of when you're loading up the app today.