Rebrand Revisited is a new series examining the brand redesigns that divided opinion, and asking whether history has been kinder to them than the comments section.
10 years ago, Instagram did something that, judging by the initial response at least, amounted to heresy. It unceremoniously killed off its beloved retro camera icon, with its brown leather, rainbow stripe and skeuomorphic charm, and replaced it with a flat, neon gradient glyph. The internet, somewhat predictably, lost its collective mind. But how has the rebrand fared a decade later?
