Gap returns to old logo

San Francisco Gap said late Tuesday it will abandon the redesign of its logo, after receiving hefty criticism about the change over the Internet.

According to a report by the Financial Times, Gap has reinstated its established blue and white square logo on its main U.S. website, just one week after unveiling the much-criticized redesign.

The proposed new logo featured three black letters and a small blue square, but both customers and graphic designers reacted negatively to the chain and produced a flurry of scathing blogs about the redesign.

Marka Hansen, head of the Gap brand in North America, said in a statement that Gap had now “made the decision not to use the new logo on its e-commerce website any further,” adding that “all roads were leading us back to the blue box.”

The new logo was developed by New York City-based Laird & Partners.

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