Instagram has redesigned its app and changed its logo to reflect how it has changed since it was originally created in 2010.

A new black-and-white design replaces the familiar blue for backgrounds, icons and menus, which is intended to make photos stand out more.

The former logo of a retro cream and brown camera has been replaced by a purple, orange and pink icon replaces

Instagram is now one of the world's leading visual platforms, with more than 80 million photos and videos shared on the app every day.

The company said it wanted to freshen things up and also make things more simple.

In a blog post, Ian Spalter, the head of design at Instagram, emphasised that the company did not want to change things for the sake of "novelty" but that it realised that it was time to make things better.

As a part of the process of designing a new logo, the company asked people working at Instagram to draw the icon from memory in five seconds.

Almost all of them drew the rainbow, lens, and viewfinder, and so Instagram said it decided to bring these elements together into a more modern app icon.

New icons with a similar look to the new Instagram logo have also been given to its supporting apps - Hyperlapse, Boomerang, and Layout.