Instagram has ditched its logo for a new purple, orange and pink icon, as well as redesigning its app to make its menus and background entirely black and white.

The former logo, a retro brown and cream camera with a rainbow stripe that harked back to the iconic Polaroid cameras, was instantly recognisable, but has been radically changed.

Instagram said the new design reflected how the app, bought by Facebook for $1 billion four years ago, had transformed since it was created.