Instagram, the popular photo sharing app owned by Facebook, has introduced a major redesign of its app - including a colorful new logo.
The company has discarded the retro brown and cream icon, inspired by the classic Polaroid camera, and replaced it with a swirl of colors overlaid with a white camera outline.
Instagram said that the simplified shape ‘represents a more versatile camera’, and the color scheme is a reimagining of the rainbow stripe that appeared in the original logo.
"We have been inspired by all the ways the community has grown and changed, and we wanted to create something that reflects how vibrant and diverse storytelling on Instagram has become," the company said.
However, the reaction from people updating their apps has not been entirely positive - with many claiming the new logo lacks the character of its predecessor.
When Instagram first launched, it was known primarily for its photo filters and effects that gave images a retro edge.
Five years on, the app has a global community of 400 million users - including many high-profile celebrities - sharing more than 80 million photos and videos every day.
It has also expanded to offer a range of creative tools like Layout, Boomerang and Hyperlapse.
To reflect this evolution, Instagram has also updated its user interface with a ‘flatter’ design and black-and-white color scheme. Notifications have also changed from orange to red.
Instagram said that the update "puts more focus on your photos and videos without changing how you navigate the app."