Gap's rebranding FAIL: 4 lessons

After its new logo was savaged online, the mega-retailer has reverted to its classic look. What's to be learned from this debacle?

Gap's botched attempt at re-branding may have sparked an emotional attachment to the classic brand among customers.
(Image credit: CC BY: ttarasiuk)

"Score one for the angry mob." After its "lazy" new logo was panned by design critics and protested on Twitter and Facebook, Gap has ditched it and meekly reverted back to its iconic blue box. "The logo passed after a brief and ignominious battle with stage IV banality," quips Vanity Fair's Juli Weiner in a eulogy. In a company statement released last night, Gap North America President Marka Hansen said "We've learned a lot in this process and know we did not go about this in the right way." What are the key lessons? Branding experts have drawn at least four conclusions:

1. Twitter can be a powerful force

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