How do you build a typeface to represent a global brand and provide legibility and accessibility to a community of more than 1 billion people? That’s the brief Colophon Foundry got from Instagram a few years ago. Known for its contemporary, boundary-pushing approach to type, Colophon has been working closely with a team of designers at Instagram to produce Instagram Sans, our first custom typeface.

We worked with specialists worldwide to establish a distinct identity for Instagram Sans, which was inspired by our heritage and designed in multiple global scripts, in addition to searching for the magic that would make it distinctly Instagram.

The eureka moment came when we reflected upon Instagram’s heritage. Our logo, with its softly-rounded edges, is a “squircle.” Instagram Sans is a subtle reflection of this unique form, through moments like the quirky ‘@’ symbol. It’s a font that misbehaves, and sparks creativity, just like Instagram.