Skip to Content

Who says you can never go back?

Sometimes the best laid plans go awry. This is apparently what happened with the new logo of the retail clothing brand Gap. The company was put through the wringer last week over it’s new design, and in a surprisingly swift about-face, Gap is scrapping the logo that was introduced just four days ago.

The logo, created by New York ad agency Laird & Partners, was supposed to be a nod to the future. That has all changed after the brand was bombarded by negative feedback.

Gap North American president Marka Hansen shared the adverse reaction of consumers last Thursday in a Huffington Post piece: “We chose this design as it is more contemporary and current. It honors our heritage through the blue box while still taking it forward. Now, given the passionate outpouring from customers that followed, we’ve decided to engage in the dialogue, take their feedback on board and work together as we move ahead and evolve to the next phase of Gap.

Despite the misstep, Laird & Partners claims: “We are still engaged.” They have offered to fix the mistake by offering free ideas – which has sent the top ad designers across the country into a collectively frenzied scorn.

What would Donald Trump say? “Someone will be fired!”

Check out the official statement below: