Instagram's new sonic identity is already upsetting users

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Instagram announced a new sonic identity for its Reels section yesterday, via a dedicated post showcasing the project and the final sound. Comprised of one single sound and a soundtrack, the team apparently tested "a variety of different sounds" until they landed on something "simple and iconic" to accompany Reels of all kinds.

As brands are becoming more multi-sensory (these audio logos are a great example), we can expect to see auditory branding more often, and we are totally in for it. Audio is a great way of cementing your brand in people's minds or ears). And indeed, Instagram has promised to roll this strategy out across its platform, presumably with other sounds and soundtracks being released in time. The problem? People think they haven't landed on quite the right vibe here. See the project below and read on for more.

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Georgia Coggan
Editor

Georgia has worked on Creative Bloq since 2018, and has been the site's Editor since 2022. With a specialism in branding and design, Georgia is also Programme Director of CB's award scheme – the Brand Impact Awards. As well as immersing herself with the industry through attending events like Adobe Max and the D&AD Awards and steering the site's content streams, Georgia has an eye on new commercial opportunities and ensuring they reflect the needs and interests of creatives.