PageRewind collections

Redesigns that met resistance

Specific changes, the people who challenged them, and what happened afterward.

Start with the seven-case comparison, then choose a deeper history. These articles trace redesign disputes; our homepage histories follow sites across the years.

Start here · Seven-case comparison

A companion to the 10:47 film

Seven redesigns. Different outcomes.

A quick guide to the disputes, what changed afterward, and which history to read next.

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Go deeper

In-depth case study
Gap's 2010 logo: a week without the blue box
See Gap's 2010 logo before, during and after the backlash, plus its crowdsourcing admission and the red holiday box planned after the reversal.
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In-depth case study
Digg v4: how the new page promoted its rival
Why Digg v4 users promoted Reddit in 2010, how My News broke, and which repairs followed. Compare real captures before the launch and after it.
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In-depth case study
DeviantArt Eclipse: when the switch back disappeared
When DeviantArt made Eclipse mandatory, who could still switch back, and why Classic stayed retired. Real captures, the petition and the company's reply.
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