Gap backtrack after new logo furore

Oh Gap. Oh Gap Gap Gap Gap Gap Gap Gappy old Gap Gap. What hath thy done?

Last week, we exclusively revealed* how Gap had changed their branding, dropping their tried and trusted classic logo...

Bitterwallet - old Gap logo

...and replacing it with something that looked a bit like it belonged on the front of an up-its-own-arse electronic music compilation album.

Bitterwallet - new Gap logo

The world erupted in fury and self-righteousness, bombarding Gap with complaints, setting up some of those Facebook groups like people do and just generally going into a bit of a grump about it all. A logo, lest we forget.

Gap exacerbated things by indulging in a spot of ‘crowd-sourcing’, setting up a website where people could submit their own new designs, something which pretty much pleased no one either. Well now they can all bally well calm down again because Gap have dropped the new look and gone back to the original. Is everyone happy now then?

Some cargo-pant-wearing bigwig from the company said “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,” adding, “There may be a time to evolve our logo, but if and when that time comes, we'll handle it in a different way.”

So all’s well that ends well then. And the whole thing DEFINITELY wasn’t a sneaky attempt to raise Gap’s profile with a bit of stage-managed outrage. Okay?

*not really


  • Fuck S.
    Here's mine, I think it defines what the company represents and the quality of their clothing
  • Playback
    Must be unlucky as I have Gap stuff that I have worn for years and it is still going strong. I agree that there was some profile raising going on here - the new logo really is not that bad whatever people might say about it - there are many much much worse (and if it had been the other way round there would have been just as much furore)
  • klingelton
    What a shower of cunts! I really honestly couldn't care less if a brand such as GAP attempts to revive its image by changing its logo. However, i don't think it's the logo that's so rubbish, it's more the times we live in. Where most advertisers switch back to re-running old adverts to give the appearance of a strong, lasting brand - GAP really did the opposite by trying to change theirs. Especially when you consider how much this must have cost them - it's poor timing. I suspect heads might roll at GAP!
  • adam k.
    It was a marketing ploy! when they added the new logo to the website, EVERYTHING else had the old logo on it. They didnt do a real full rebrand or they would have looked into all the areas of the site that had old Gap logos. they managed to get on BBC news anyway... worked out well for them!
  • Brian's U.
    I guess any publicity is good publicity, even when it makes the company look like complete and utter fools.
  • The B.
    GAP? Are they still going? I thought they died around 2002? Are they still specialising in bland pastel coloured clothing that wouldn't look out of place on a toddler but looks ridiculous on an adult?
  • Brad
    Gay And Proud. Lolz.
  • The R.
    Oh my, is this real?
  • dacouch
    My friend's boss used to be very proud that he was always dressed head to foot in Gap clothing, my friend told him for a joke that Gap was an acronym for "Gay and Proud". My friend noticed that his boss stopped wearing Gap after the comment and had to explain to him that he had made it up for a laugh
  • Chef R.
    What have you got against electronic music?

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