Gap scraps logo redesign after social-media protests

Just days after defending the redesigned Gap logo, Marka Hensen, president of Gap Brand North America, has released a statement announcing the decision to scrap the new design.

The change, which was announced on their website on 4 Oct, prompted a public protest, with more than 2,000 comments on Facebook criticising the decision to ditch the well-known logo.

A Twitter account set up in protest collected nearly 5,000 followers and a “Make your own Gap logo” site went viral on the internet, prompting nearly 14,000 parody versions.

Hansen used comments on Gap’s Facebook page late last night to say: “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.

“We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognise that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing.

“There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.”