{"id":6331,"date":"2021-04-22T17:23:45","date_gmt":"2021-04-22T17:23:45","guid":{"rendered":"https:\/\/www.thebrandingjournal.com\/?p=6331"},"modified":"2021-12-08T16:39:08","modified_gmt":"2021-12-08T16:39:08","slug":"learnings-gap-logo-redesign-fail","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2021\/04\/learnings-gap-logo-redesign-fail\/","title":{"rendered":"Learning from the Gap Logo Redesign Fail"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/04\/learnings-gap-logo-redesign-fail\/#Introducing_Gap\" >Introducing Gap<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/04\/learnings-gap-logo-redesign-fail\/#The_Gap_Logo_Change\" >The Gap Logo Change<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/04\/learnings-gap-logo-redesign-fail\/#A_Logo_Redesign_Failure\" >A Logo Redesign Failure<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/04\/learnings-gap-logo-redesign-fail\/#How_Gap_Handled_the_Logo_Backfire\" >How Gap Handled the Logo Backfire<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/04\/learnings-gap-logo-redesign-fail\/#What_Can_Brands_Learn_from_Gaps_Mistakes\" >What Can Brands Learn from Gap\u2019s Mistakes?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thebrandingjournal.com\/2021\/04\/learnings-gap-logo-redesign-fail\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Introducing_Gap\"><\/span>Introducing Gap<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Gap is a well-known, well-established clothing and accessories retailer founded in 1969. It stands as one of the largest global specialty retailers due to its popularity amongst a broad demographic of consumers.<\/p>\n\n\n\n<p>In 2010, following slumped sales after the Financial Crisis of 2008, Gap decided to redesign its 20-year longstanding logo, giving rise to the &#8216;Gapgate&#8217; phenomenon. This article will look at the unfortunate backfiring of this logo redesign, highlighting the lessons that brands ought to learn from this seemingly unexplained rebranding strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Gap_Logo_Change\"><\/span>The Gap Logo Change<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"\/wp-content\/uploads\/2021\/04\/The-Gap-Logo-Change.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"400\" src=\"\/wp-content\/uploads\/2021\/04\/The-Gap-Logo-Change.jpg\" alt=\"The Gap Logo Change\" class=\"wp-image-6350\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-Gap-Logo-Change.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-Gap-Logo-Change-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-Gap-Logo-Change-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-Gap-Logo-Change-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">The Old Gap Logo<\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><a href=\"\/wp-content\/uploads\/2021\/04\/The-Old-Gap-Logo.png\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/04\/The-Old-Gap-Logo.png\" alt=\"The Old Gap Logo\" class=\"wp-image-6349\" width=\"225\" height=\"225\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-Old-Gap-Logo.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-Old-Gap-Logo-150x150.png 150w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-Old-Gap-Logo-80x80.png 80w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-Old-Gap-Logo-110x110.png 110w\" sizes=\"auto, (max-width: 225px) 100vw, 225px\" \/><\/a><figcaption>Old Gap logo: 1990-2010<\/figcaption><\/figure><\/div>\n\n\n\n<p>Gap\u2019s highly recognizable logo, which represented the brand from 1990 to 2010, is a simple dark blue square featuring the \u2018Gap\u2019 name in white serif writing. Typically, a brand will undergo a visual rebranding following a significant change in the company\u2019s strategy, which warrants a visual signal for something new within the organization. Therefore, the almost complete upheaval of the original logo in 2010 proved to be a shock felt (and expressed) amongst both consumer and professional communities.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The New Gap Logo<\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><a href=\"\/wp-content\/uploads\/2021\/04\/The-New-Gap-Logo.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/04\/The-New-Gap-Logo.jpg\" alt=\"The New Gap Logo\" class=\"wp-image-6348\" width=\"225\" height=\"225\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-New-Gap-Logo.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-New-Gap-Logo-150x150.jpg 150w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-New-Gap-Logo-80x80.jpg 80w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/The-New-Gap-Logo-110x110.jpg 110w\" sizes=\"auto, (max-width: 225px) 100vw, 225px\" \/><\/a><figcaption>New logo: October 6, 2010<\/figcaption><\/figure><\/div>\n\n\n\n<p>The old Gap logo disappeared pretty much overnight. It was replaced on October 6, 2010, with a new logo that featured a much smaller dark blue box and the \u2018Gap\u2019 name written in bold, black Helvetica font. This new logo was designed by a leading New York based creative agency, Laird and Partners, who holds a solid reputation in the field of branding and communication in the fashion industry. It is estimated to have cost around $100 million. (<a href=\"https:\/\/www.canny-creative.com\/rebranding-failures-how-much-they-cost\/\" rel=\"nofollow\">1<\/a>)<\/p>\n\n\n\n<p>Gap&#8217;s vice president of corporate communications, Bill Chandler, when asked about the change, said, &#8220;<em>We believe this is a more contemporary, modern expression. The only nod to the past is that there\u2019s still a blue box, but it looks forward<\/em>\u201d(<a href=\"https:\/\/adwizbranding.com\/2010\/10\/gap-logo\/\" rel=\"nofollow\">2<\/a>). A spokesperson for Gap added that the new logo was intended to signify Gap\u2019s transition from \u201c<em>classic, American design<\/em>\u201d to \u201c<em>modern, sexy, and cool<\/em>.\u201d (<a href=\"https:\/\/www.vanityfair.com\/culture\/2010\/10\/new-gap-logo-despised-symbol-of-corporate-banality-dead-at-one-week\" rel=\"nofollow\">3<\/a>)<\/p>\n\n\n\n<p>Gap seems to have embarked on a mission to modernize and rejuvenate the company, along with its sales figures and stock prices. This urge to modernize has been criticized as a \u201c<em>panic to do something, and quick<\/em>\u201d, to fix fallen sales (Baekdal, 2010), with figures showing that same-store sales at the time were down 4%, following a 10% decline the year before (<a href=\"https:\/\/www.cbsnews.com\/news\/did-sales-decline-trigger-the-gaps-disastrous-new-logo\/\" rel=\"nofollow\">4<\/a>)<\/p>\n\n\n\n<p>A second consensus was that Gap was simply experiencing \u201cbrand fatigue\u201d having kept the same logo in place for over 20 years, the redesign a \u201c<em>change-for-change\u2019s sake<\/em>\u201d (Enderwick, 2014).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How Long did the New Gap Logo Last?<\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><a href=\"\/wp-content\/uploads\/2021\/04\/Old-Gap-Logo-Returns.png\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/2021\/04\/Old-Gap-Logo-Returns.png\" alt=\"Old Gap Logo Returns\" class=\"wp-image-6347\" width=\"225\" height=\"225\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/Old-Gap-Logo-Returns.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/Old-Gap-Logo-Returns-150x150.png 150w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/Old-Gap-Logo-Returns-80x80.png 80w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/Old-Gap-Logo-Returns-110x110.png 110w\" sizes=\"auto, (max-width: 225px) 100vw, 225px\" \/><\/a><figcaption>Old logo returns: October 12, 2010<\/figcaption><\/figure><\/div>\n\n\n\n<p>In an embarrassingly quick turnaround, Gap took the decision to revert back to its old 1990 logo after less than one week (on October 12, 2010). The same spokesperson, now backtracking on her original \u201c<em>modern, sexy and cool<\/em>\u201d comment, stated that \u201c<em>we\u2019ve learned just how much energy there is around our brand, and after much thought, we\u2019ve decided to go back to our iconic blue box logo<\/em>\u201d (<a href=\"https:\/\/www.vanityfair.com\/culture\/2010\/10\/new-gap-logo-despised-symbol-of-corporate-banality-dead-at-one-week\" rel=\"nofollow\">5<\/a>).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_Logo_Redesign_Failure\"><\/span>A Logo Redesign Failure<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Gap\u2019s speedy return to the old logo signifies a failed rebranding strategy. The new logo received almost immediate negative backlash from both consumers and professionals, who were taken aback by the change, which occurred without any prior build-up. The move neither seemed to accompany any other organizational change, for example, in product offering or senior management.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Immediate Consumer Backlash<\/h3>\n\n\n\n<p>Consumers quickly took to social media platforms to express their disdain for the new logo. Some critics hailed the new logo for harkening to the brand\u2019s nature (plain and practical) (Baekdal, 2010), but the reaction was negative for the vast majority.<\/p>\n\n\n\n<p>Within just 24 hours, one online blog had generated 2,000 negative comments,&nbsp;a protesting Twitter account (@GapLogo) gathered 5,000 followers, and a &#8220;Make your own Gap logo&#8221; site went viral, collating almost 14,000 parody logo redesigns (<a href=\"https:\/\/www.theguardian.com\/media\/2010\/oct\/12\/gap-logo-redesign\" rel=\"nofollow\">6<\/a>).<\/p>\n\n\n\n<p>It is clear that both consumers and branding professionals felt cheated by Gap, who, off their own back, decided to revamp their identity. This visual change which appeared a rather out-of-the-blue act confused and angered the community.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Understanding the Backlash<\/h3>\n\n\n\n<p>So why did consumers feel so strongly about the new Gap logo?<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Brand Recognition&nbsp;<\/strong><\/h4>\n\n\n\n<p>Consumers use logos as a key signifier of a brand; it\u2019s often the first thing that comes to mind when a person thinks of or hears a brand name. The logo, therefore, largely contributes to building brand salience. Changing your logo at the drop of a hat causes confusion and risks depleting any brand awareness that has been built. Will customers know that you\u2019re the same brand they\u2019ve always known and loved?<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Emotional Connections<\/strong><\/h4>\n\n\n\n<p>Brands often underestimate their emotional impact on consumers, particularly their loyal ones. This emotional bond exists because a brand and its reputation (complete with its recognizable name and logo) have the power to offer a consumer a sense of familiarity and safety about the products they purchase.<\/p>\n\n\n\n<p>Put simply, the logo is a visual indicator of trustworthiness and acts almost as a connection point between the brand and the consumer \u2013 consumers know what they are getting behind the logo. The same logic applies between humans \u2013 familiar and recognizable faces provide us with a greater sense of safety and trust.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Gap_Handled_the_Logo_Backfire\"><\/span>How Gap Handled the Logo Backfire<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"\/wp-content\/uploads\/2021\/04\/Gap-storefront.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"400\" src=\"\/wp-content\/uploads\/2021\/04\/Gap-storefront.jpg\" alt=\"Gap storefront\" class=\"wp-image-6351\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/Gap-storefront.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/Gap-storefront-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/Gap-storefront-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/04\/Gap-storefront-380x190.jpg 380w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><figcaption>Gap&#8217;s original 1990 logo on a storefront<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">First: A Crowdsourced Redesign Attempt<\/h3>\n\n\n\n<p>In response to the backfire, Gap firstly tried to justify the new logo as a deliberate strategy to crowdsource ideas for a fresh logo. On their Facebook profile page, Gap wrote, \u201c<em>Thanks for everyone\u2019s input on the new logo! [\u2026] We know this logo created a lot of buzz and we\u2019re thrilled to see passionate debates unfolding! So much so we\u2019re asking you to share your designs. We love our version, but we\u2019d like to see other ideas<\/em>.\u201d<\/p>\n\n\n\n<p>The new logo could have also passed as a clever PR stunt to increase brand strength through online publicity and word of mouth. This idea seems more credible than the unrealistic crowdsourcing claim, especially given that the designers (Laird and Partners) are trusted in the industry and have dealt with many big brands, including Calvin Klein and Juicy Couture. Surely they knew what they were doing?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Second: A Necessary U-Turn<\/h3>\n\n\n\n<p>It seems that Gap agrees that the crowdsource excuse was far-fetched. After just six days, Gap reinstated its original 1990 logo. In response to the move, they stated that much had been learnt in the process &#8211; \u201c<em>we are clear that we did not go about this in the right way [\u2026] we missed the opportunity to engage with the online community. This wasn\u2019t 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\u2019ll handle it in a different way<\/em>\u201d (Marka Hansen, President of Gap in North America at the time).<\/p>\n\n\n\n<p>This acknowledgment of error over both the need to rebrand and how to go about it has highlighted Gap&#8217;s lack of understanding of how brand identity should be maintained and developed. It is clear that consumers are at the heart of any strategic move, particularly when financial results rely almost solely on their purchases. If you upset your customers, you upset your profits.<\/p>\n\n\n\n<p>Luckily for Gap, the speed at which the 360-degree U-turn came meant that many people had not even noticed the change before it had disappeared again, saving Gap the humiliation of a further sales slump.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Can_Brands_Learn_from_Gaps_Mistakes\"><\/span>What Can Brands Learn from Gap\u2019s Mistakes?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This case study has revealed that a company\u2019s logo plays a central role in connecting consumers with brands, and therefore in enhancing brand equity. Here are four key lessons to learn from Gap&#8217;s error in rebranding judgment:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. <strong>Customers Care More Than You Think<\/strong><\/h3>\n\n\n\n<p>As much as we all try not to judge a book by its cover \u2013 we all do. The same goes for brands. We often judge a brand based on its logo and aesthetic alone, and Gap has proven that changing your logo can damage the extent to which people are able to recognize and trust you.<\/p>\n\n\n\n<p>Brands must be aware that consumers do not tire of logos as quickly as employees might, for they are exposed to it much less frequently. If you plan to change your logo, it&#8217;s a good idea to warn your customers first because they might care more than you think.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. <strong>Your Logo Represents Who You Are <\/strong><\/h3>\n\n\n\n<p>Changing your visual identity has the power to change how consumers perceive you. A logo is often the most efficient way of stating who you are since it is nearly always the first thing (other than the brand name) that consumers come into contact with. Making significant visual changes has the effect of displacing all previously formed brand associations, putting you back at square one in terms of developing your identity.<\/p>\n\n\n\n<p>Rather than eliminating the overall essence of your logo, make small, incremental changes that enable consumers to continue to recognize you in the same way.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. <strong>Make Your Rebranding Strategy Make Sense <\/strong><\/h3>\n\n\n\n<p>As the saying goes, \u2018if it ain\u2019t broke, don\u2019t fix it\u2019. Gap at the time of the change showed no indication of faltering brand loyalty or recognition, and although sales had slumped, the logo redesign seemed a little random. A logo refresh is no bad thing, but it must reflect changing organizational realities or a change in brand direction to be successful. Visuals should be the last step in the strategic shift. If your new logo isn&#8217;t solving a different problem, you are best to leave it alone because the consequences can be equally as negative as they might be positive.<\/p>\n\n\n\n<div class=\"thebr-posts-end-2\" style=\"text-align: center;\" id=\"thebr-1394283886\"><div id=\"thebr-1320339048\"><a class=\"advanced-image\" href=\"https:\/\/edu.thebrandingjournal.com\/brand-improvement-mini-course?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=mini_course_articles&#038;utm_content=green\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-300x250-1.png\" type=\"image\/png\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-600x300-1.png\" type=\"image\/png\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-600x300-1.png\" alt=\"mini-course image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><h3 class=\"wp-block-heading\">4. <strong>Beware Of Social Media <\/strong><\/h3>\n\n\n\n<p>The internet provides a space for news and opinions to spread like wildfire. Online word of mouth needs to be accounted for and monitored by brands. Adverse reactions can result in a poor reputation for the brand. Negative brand associations can quickly develop and, in turn, can have negative repercussions on your brand equity (and your bottom line).<strong><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>It is difficult to predict how people will react to a new branding strategy. This case study illustrates the power of a logo to define who you are and to act as a connection point between you and your customers. Making drastic changes to this connection point must be done in line with a wider branding and business strategy. Otherwise, brands risk facing the wrath of consumers whose opinions easily serve to damage their reputation.<\/p>\n\n\n<style>.kt-accordion-id_634caa-26 .kt-accordion-inner-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:10px;}.kt-accordion-id_634caa-26 .kt-accordion-panel-inner{border-top-width:0px;border-right-width:2px;border-bottom-width:2px;border-left-width:2px;border-color:var(--global-palette3, #1A202C);border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;background:var(--global-palette7, #EDF2F7);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kt-accordion-id_634caa-26 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header{border-top-color:var(--global-palette3, #1A202C);border-right-color:var(--global-palette3, #1A202C);border-bottom-color:var(--global-palette3, #1A202C);border-left-color:var(--global-palette3, #1A202C);border-top-width:2px;border-right-width:2px;border-bottom-width:2px;border-left-width:2px;border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;background:var(--global-palette7, #EDF2F7);font-size:18px;line-height:18px;font-family:'Source Serif Pro';font-weight:600;color:var(--global-palette3, #1A202C);padding-top:14px;padding-right:16px;padding-bottom:14px;padding-left:16px;}.kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle )  > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle )  > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette3, #1A202C);}.kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger{background:var(--global-palette3, #1A202C);}.kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette7, #EDF2F7);}.kt-accordion-id_634caa-26 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header:hover, \n\t\t\t\tbody:not(.hide-focus-outline) .kt-accordion-id_634caa-26 .kt-blocks-accordion-header:focus-visible{color:var(--global-palette4, #2D3748);background:var(--global-palette7, #EDF2F7);border-top-color:var(--global-palette3, #1A202C);border-right-color:var(--global-palette3, #1A202C);border-bottom-color:var(--global-palette3, #1A202C);border-left-color:var(--global-palette3, #1A202C);}.kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:before, body:not(.hide-focus-outline) .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-blocks-accordion--visible .kt-blocks-accordion-icon-trigger:after, body:not(.hide-focus-outline) .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette4, #2D3748);}.kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger, body:not(.hide-focus-outline) .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger{background:var(--global-palette4, #2D3748);}.kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:before, body:not(.hide-focus-outline) .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger:after, body:not(.hide-focus-outline) .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette7, #EDF2F7);}.kt-accordion-id_634caa-26 .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible,\n\t\t\t\t.kt-accordion-id_634caa-26 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active{color:var(--global-palette3, #1A202C);background:var(--global-palette7, #EDF2F7);border-top-color:var(--global-palette3);border-right-color:var(--global-palette3, #1A202C);border-bottom-color:var(--global-palette3, #1A202C);border-left-color:var(--global-palette4, #2D3748);}.kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle )  > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle )  > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette3, #1A202C);}.kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger{background:var(--global-palette3, #1A202C);}.kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id_634caa-26:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-header.kt-accordion-panel-active .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette7, #EDF2F7);}@media all and (max-width: 767px){.kt-accordion-id_634caa-26 .kt-accordion-inner-wrap{display:block;}.kt-accordion-id_634caa-26 .kt-accordion-inner-wrap .kt-accordion-pane:not(:first-child){margin-top:10px;}}<\/style>\n<div class=\"wp-block-kadence-accordion alignnone\"><div class=\"kt-accordion-wrap kt-accordion-wrap kt-accordion-id_634caa-26 kt-accordion-has-2-panes kt-active-pane-0 kt-accordion-block kt-pane-header-alignment-left kt-accodion-icon-style-arrow kt-accodion-icon-side-right\" style=\"max-width:none\"><div class=\"kt-accordion-inner-wrap\" data-allow-multiple-open=\"true\" data-start-open=\"none\">\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-1 kt-pane_769a16-cc\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">References<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<ul class=\"wp-block-list\" style=\"font-size:16px\"><li><strong>Gap&#8217;s Failure Wasn&#8217;t the Logo. <\/strong>(2010). Retrieved 31 March 2021, from https:\/\/www.baekdal.com\/thoughts\/gaps-failure-wasnt-the-logo\/ <\/li><li><strong>Gap\u2019s logo disaster a lesson for all brands<\/strong> | Adwiz. (2021). Retrieved 31 March 2021, from https:\/\/adwizbranding.com\/2010\/10\/gap-logo\/<\/li><li><strong>Gap scraps logo redesign after protests on Facebook and Twitter.<\/strong> (2021). Retrieved 31 March 2021, from https:\/\/www.theguardian.com\/media\/2010\/oct\/12\/gap-logo-redesign<\/li><li>Weiner, J. (2021). <strong>New Gap Logo, Despised Symbol of Corporate Banality, Dead at One Week.<\/strong> Retrieved 31 March 2021, from https:\/\/www.vanityfair.com\/culture\/2010\/10\/new-gap-logo-despised-symbol-of-corporate-banality-dead-at-one-week<\/li><li><strong>Why Gap&#8217;s logo change failed but Netflix&#8217;s didn&#8217;t.<\/strong> (2021). Retrieved 31 March 2021, from https:\/\/www.linkedin.com\/pulse\/20140722154130-16677-why-gap-s-logo-change-failed-but-netflix-s-doesn-t-t\/<\/li><\/ul>\n<\/div><\/div><\/div>\n<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"Introducing Gap Gap is a well-known, well-established clothing and accessories retailer founded in 1969. It stands as one&hellip;\n","protected":false},"author":30,"featured_media":6337,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"In 2010, Gap decided to redesign its logo. 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Read our branding case studies here!","parent":0,"count":37,"filter":"raw","cat_ID":11,"category_count":37,"category_description":"We love to analyze successful and not so successful brand strategies worldwide and see what we can learn from them. Read our branding case studies here!","cat_name":"Case Studies","category_nicename":"case-studies","category_parent":0},{"term_id":240,"name":"Rebrand","slug":"rebrand","term_group":0,"term_taxonomy_id":240,"taxonomy":"category","description":"","parent":207,"count":28,"filter":"raw","cat_ID":240,"category_count":28,"category_description":"","cat_name":"Rebrand","category_nicename":"rebrand","category_parent":207}],"tag_info":false,"authors":[{"term_id":767,"user_id":30,"is_guest":0,"slug":"abigail-williams","display_name":"Abigail Williams","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2021\/02\/Abigail.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/6331","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=6331"}],"version-history":[{"count":19,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/6331\/revisions"}],"predecessor-version":[{"id":7689,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/6331\/revisions\/7689"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/6337"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=6331"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=6331"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=6331"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=6331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}