The operator of a landmark shopping center in Tokyo’s Shibuya district has revealed a “new original logo” chosen from a design contest open to the public.

Shibuya 109 Entertainment Co., operator of the Shibuya 109 building, started accepting logo ideas in April, and has decided to go with a really familiar looking pink, almost camera-like, shape.

“We had over 10,000 entrants but wanted to go for a new fresh look,” says Akina Yamamori, a Shibuya 109 Entertainment spokeswoman.

“The innovative way that the pink seeps into the yellow – it’s genius, never seen that before.”

Instagram has released a statement saying it’s considering suing Shibuya 109 Entertainment Co.