Gap Scraps New Logo

Yet another way in which Gap has failed to keep up with the times: The company has scrapped its new logo after just one week because of what it calls an “outpouring” of Internet comments. The new logo said “Gap” in black Helvetica, with a small blue square set behind the “p.” Gap unveiled the new logo without any customer input, and AdAge said among critics “the most common sentiment being that it looks like something a child created using a clip-art gallery.” The company will return to its old logo, which had “Gap” written in white letters inside a large blue box. Gap’s North American president, Mark Hansen, admitted the company “did not go about this in the right way" and "missed the opportunity to engage with the online community.”