Design Studio Dumbar reimagined Instagram’s new Motion Identity System
Designgraphic design

Studio Dumbar reimagined Instagram’s new Motion Identity System

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Collater.al Contributors
Studio Dumbar e il Motion Identity System di Instagram | Collater.al

Behind Instagram‘s new Motion Identity System is Studio Dumbar/DEPT®. It’s a comprehensive system designed by motion experts from the design agency based in Rotterdam. The aim of this revolution lies in the changes already underway on the app, now far less static than in the past. Movement behaviors are at the heart of this change: gestures of tapping, scrolling, and filming have already been implemented since the end of last year.

Studio Dumbar e il Motion Identity System di Instagram | Collater.al
Studio Dumbar e il Motion Identity System di Instagram | Collater.al

The inspiration for this true revolution comes from Instagram creators moving on the platform and the novelty in incorporating everyday aspects, far from perfection in app usage. Incorporating the imperfections of movements seems to be the cornerstone of Instagram’s new Motion Identity System, where physics has also played its part. What Studio Dumbar/DEPT® means by physics is the design rule system that consistently supports the brand’s identity. All this is aimed at defining how movements are activated in space and time.

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Un post condiviso da STUDIO DUMBAR/DEPT® (@studiodumbar)

Since last year, the system has been integrated into Instagram’s operation and continues to be implemented through targeted campaigns. Studio Dumbar/Dept® has also developed extensive guidelines and toolkits, good news for designers working closely with motion behavior.

Studio Dumbar e il Motion Identity System di Instagram | Collater.al
Studio Dumbar e il Motion Identity System di Instagram | Collater.al
Studio Dumbar e il Motion Identity System di Instagram | Collater.al
Studio Dumbar e il Motion Identity System di Instagram | Collater.al
Studio Dumbar e il Motion Identity System di Instagram | Collater.al
Designgraphic design
Written by Collater.al Contributors
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