zag

Branding in 2026:

“Everything looks the same.”

Instagram: makes one letter weird.

“No, not like that.”

The new Instagram wordmark has been out for a week, and its tiny “r” has already been through it. Too tight, too weird, looks like a z. Instagzam.

And, to no one’s surprise, they meant to do that.

Koto, the agency behind the redesign, explored hundreds of versions, including moving away from the script altogether. But take away too much and it stopped feeling like Instagram.

So they went looking for the line between new and familiar. Handwriting, calligraphy, the quirks of the original script, even that controversial “gr” ligature. Koto calls the result a “new mark with old memories.”

We say we want brands with personality. Then they show us some and we ask them to move the r.

Maybe the r should move. But there’s something to be said for leaving a little friction in.

Because not everything memorable arrives perfectly resolved.

Long live Instagzam.

We don't do it for the trophies. but we'll take two. 🏆

zag was recognized twice at the 2026 IABC Edmonton Capital Awards: an Award of Excellence for Jiffy L**e Canada's "Thank You, Canada," and an Award of Merit for the Streamline Control brand refresh.

Two different briefs, one approach: all thinking, no filler. Swipe through to see both.
See more: atozag.ca

🏈 GIVEAWAY: Win 2 tickets to Edmonton Elks Night at the Knothole 🏈

The Elks are heading back to Clarke Stadium for a one-night-only throwback game vs the Calgary Stampeders — Friday, May 29 at 7:00 PM — and we've got a pair of tickets to send a fan and their +1. See our website for terms and conditions.

Learn more about the game here: https://www.goelks.com/2026/02/19/elks-announce-night-at-the-knothole/

HOW TO ENTER:
1️⃣ Follow the zag page
2️⃣ Like this post
3️⃣ Send this post to a friend you'd bring

Giveaway runs today through 4:30 PM on Wednesday, May 27. Winner announced in the comments and contacted directly.

Must be 18+ and able to attend on May 29. Tickets still available at goelks.com if you'd rather lock in your seats.

This promotion is in no way sponsored, endorsed, or administered by, or associated with, Facebook or Meta.

We're hiring a Designer. ✨

We're a full-service agency that's hell-bent on getting to know brands inside and out - and we need someone who brings that same energy to their craft.

You'll work alongside a team that bends disciplines, shares ideas, and genuinely cares about what gets made. There's always room to grow here. That's kind of the point.

3+ years experience. Strong portfolio. Ready to do great work.

Details here: atozag.ca/careers

Big ideas deserve a place to sit.

Our new zag bench is built the same way we build our work:

All thinking. No filler.

If it doesn’t have purpose, it doesn’t make the cut.

That’s how we turn strategy into something you can actually see, and sit on.

See what intentional thinking looks like: atozag.ca

The Edmonton Ski Club is carving out an exciting new chapter, and we’re proud to be part of the journey.

To support the development of their new state-of-the-art River Valley Outdoor Activity Centre, zag developed the “Give a Lift” campaign concept to help build excitement and rally the community.

When you’re in the area, swing by and check out their fancy new donor space and signage now up on site, helping share the story of what’s coming next in our city's backyard. ⛷️

Congratulations to our friends at Boyle Street Community Services on the official opening of their beautiful new home, okimaw peyesew kamik | King Thunderbird Centre. 🦋

Our team was honoured to attend the Grand Opening yesterday and tour this thoughtfully designed, purpose-built facility firsthand. From renderings to the real thing, finally stepping foot in the OPK building was surreal.

This is a powerful milestone for our city and for Boyle Street as they continue their vital work supporting Edmonton's most vulnerable. This new building represents hope in action, expanding the services available and allowing more people to be met with dignity, care, and support.

It’s been a long journey to get here, and we’re truly grateful to have played even a small role in this building’s story. Thank you, Boyle Street, for everything you do, we’re proud to stand with you as a partner. 💙