OUGD601 | 'Gap' Rebrand Failure

Gap basically rebranded overnight with no warning at all; binning its well known and loved logo and replacing it with a modern, Helvetica logotype with a touch of blue. Social media users voiced their opinions on the rebrand and the majority made themselves very clear that they did not like it.

Due to the unexpected backlash, Gap thought that maybe crowd sourcing was the answer,. If the public didn't like the logo they had come up with, thay can design a better one. This didn't work either.

Within a week Gap had reverted to the well loved square logo. Gap apparently spent $100 million on the failed rebrand.