Knowledge GAP

So GAP the US clothes retailer scrapped its new logo just one week after its introduction following an "outpouring of comments" online.

The original blue box logo, which has been used for more than 20 years, was moved aside on US websites for one with 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.The company's own Facebook page received more than 2,000 comments posted 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". Customers called for a return to the blue box logo "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 they "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.

As I've blogged before about the Shell pecten if it ain't broke, don't fix it!