clock menu more-arrow no yes

Filed under:

The Gap Gives Up On Its New Logo, Reverts To The Old Blue Box

New, 1 comment

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Last week, the Gap tried to launch its new logo. It was universally derided for being, well, lame. The company tried to explain it away, saying it was modern, with a touch of heritage. They even tried to crowd-source a new design. No such luck. CNN reports that the Gap has thrown its hands up and given up, deciding to stick with the original blue box:

...the company said on Monday that customers wanted the original logo back. Gap also conceded that seeking out ideas from customers, or "crowd sourcing," wasn't the best move at the time.

"We've learned a lot in this process. And we are clear that we did not go about this in the right way," Marka Hansen, president of Gap North America, said in a statement.

She said Gap is reverting to its original blue box logo on its website and will bring it back across all channels.

· Gap reverts to original logo [CNN]
· On the new terrible Gap logo: "It honors our heritage through the blue box," sex the president of the Gap [Racked]
· The Gap was just kidding about that new logo [Racked]
· What's up with the new Gap logo? [Racked]