To the non-design obsessed, a logo may seem like a relatively small detail, but in reality it represents the personality and identity of a product. This is the case for Instagram, and the Facebook-owned photo sharing service has released a new logo today, built heavily atop its previous script logotype. It is a subtle change, and no the icon doesn’t appear to have been touched.

The new design feels smoother and more fluid, and has a bit less personality, giving off a slightly professional feel.