Instagram Brand Manual

Layout And Organization

Labels

Compact, secondary-weight text that names a value or piece of metadata — the --ig-secondary-text / --ig-tertiary-text pair at system-12.

Documented in /igLayout And Organization

Findings

What's actually in /ig

  • --ig-secondary-text and --ig-tertiary-text share light-mode value 115,115,115 but diverge in dark mode (168,168,168 vs 199,199,199) — the hierarchy exists but is subtle, see Colour.
  • Labels run at the 10px or 12px system sizes almost universally.

Usage

When to use it

Use when

Use for metadata annotations on content, including timestamps, follower counts, view counts, privacy notes, and compact explanatory labels.

Avoid when

Avoid for primary titles, action text, or body copy; Labels intentionally sit below the primary reading hierarchy.

Anatomy

Anatomy

  1. 01

    Label text

  2. 02

    Optional icon

  3. 03

    Colour role (secondary or tertiary)

Specification

Spacing, colour, type, and motion

Font size
var(--system-12-font-size) or var(--system-14-font-size), with 10px reserved for the quietest metadata
Colour
rgb(var(--ig-secondary-text)) or rgb(var(--ig-tertiary-text))
Background
None by default; only count badges use a pill background
Overflow
Single line with ellipsis when space is constrained

States

States

Interaction states for Labels
StateBehaviour
DefaultSecondary or tertiary text labels metadata without background or decoration.
TruncatedThe label stays on one line and clips with text-overflow: ellipsis.
Count badgeNumerical metadata can move into a pill background while keeping compact label sizing.

Examples

Real interface compositions

Creator insights

Professional dashboard metric label

The number '24.8K' stays primary while 'Accounts reached · Last 7 days' sits below at system-12 in secondary text, keeping the statistic scannable without competing with the value.

system-10/12 labels, --ig-secondary-text, --ig-tertiary-text

Guidance

Usage guidance

  • Use --ig-secondary-text for the more prominent metadata tier, --ig-tertiary-text for the quieter one — they're deliberately close in light mode and diverge in dark mode.

Do / Don't

Do / Don't

Do

  • Keep labels at 10–12px — the established label range.

Don’t

  • Use --ig-primary-text for a label — labels are secondary/tertiary by definition in every instance found.