Gap abandon their new logo after just 7 days

The global clothing chain Gap have abandoned their new logo just 7 days after it's launch, setting what will probably be a world record for a corporate reaction to poor internet response. The proposed new logo (black text with a small blue box) attracted a torrent of angry comments from designers and customers alike when it was posted on Gap's US website a week ago. The company have made the decision not to use the new logo on its e-commerce website any further, recognising that they didn't go about launching their new brand identity in the right way, and missed an opportunity to engage their online audience. In an online article, 5 Things the Gap logo flip-flop can teach you about branding, this caught my eye: Consumers own brands, not management. Your brand doesn’t exist, doesn’t have any equity, except what’s inside the minds of your best customers. You might feel your business needs to be rebranded or relaunched, but your opinions are irrelevant: You work for the company. You’re so “inside” you can’t see outside. Proceed with caution!

So what had Gap done to their logo to invite such passionate debate? Have a look...