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.

Here’s the new design, followed by the previous look. Yes it is a subtle change, and no the icon doesn’t appear to have been touched.

Screen Shot 2013 05 02 at 2.27.45 PM 730x300 An inside look at Instagrams brand new cleaner, more professional logo

And the original stock ‘Billabong‘ script:

InstagramLogo 730x278 An inside look at Instagrams brand new cleaner, more professional logo

The new design feels smoother and more fluid, and has a bit less personality, giving off a slightly professional feel. Lucky for us, designer Mackey Saturday has revealed a look inside his design process on Dribbble, as discovered by Garrett Gee. Here’s one of the images, head over to the post for more:

Screen Shot 2013 05 02 at 11.48.43 AM 730x760 An inside look at Instagrams brand new cleaner, more professional logo