US clothes retailer Gap has scrapped a new logo just one week after its introduction following an "outpouring of comments" online.

The original logo, which has been used for more than 20 years, has a blue box with "GAP" written in white inside.

The new logo on the website had "Gap" written in black against a light background with a small blue square behind the top of the letter "p".

But critics attacked the rebranding on social networks and online forums.

More than 2,000 comments were posted on the company's Facebook page on the issue, with many demanding the return of the traditional logo.

In a statement released on the Gap website, Marka Hansen, president of Gap Brand North America, said the company's customers always came first.



"We've been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back.

"So we've made the decision to do just that - we will bring it back across all channels."

She added that it was clear the retailer "did not go about this in the right way" and "missed the opportunity to engage with the online community".

"There may be a time to evolve our logo, but if and when that time comes, we'll handle it in a different way," she said.

http://www.bbc.co.uk/news/business-11520930

First of all, that logo really is terrible for a clothing brand - it's the sort of thing a small to medium-sized IT company would use

Secondly, I can't tell if this has been a (presumably) expensive failure, a PR coup overall, or a mixture of both. In fact, maybe they never planned on changing the logo at all...

Oh noes! Change! Run for the hills!

Who gives a gap crap really?

Well, I know I'd be mighty ticked off if Coke changed their logo to something as crap as that - I'd be looking at every can or bottle like, 'That's just rubbish!'

I want to know how much they paid to rent a new crap logo for a week? It must be in the millions these things usually are.

I think she should look up the definition of the word evolve! This wasn't an evolution of a logo, an evolution is a minor tweak of typestyle here, a change of colour there, [prime examples]. Not what this logo is at all.

Nah, this smell a bit fishy to me. It has PR stamped all over it to me, this whole thing was probably created just to generate a few headlines and a bit of free promotion - you watch, the "real" rebrand will follow soon (the one that they paid the big bucks for), and it will be a minimum change such as a modern cut of the typeface - that's all it needs really.

Aye but the advertising payback has been worth it.

It's good work, it's made people think about Gap and those that like the branding. I'm sure they'll recoup any costs they've incurred pretty quickly without ever having any intention of changing the logo.

Nah, some advertising exec knocked it up in 5 minutes, as a marketing gag to get more talk about Gap going and strengthen their existing brand.

To be honest, I didn't realise they had a logo - actually, that was my second thought, my first was "who is Gap", I thought the Global Ag. Policy had got itself a policy