In 2010, gap introduced a new logo, sparking an online backlash and ultimately resulting in the reintroduction of the old logo. If you say ’we’d like to work with you to work up some new ideas for gap’, the hardcore gap advocates are going to love it. Is it really that bad?

GAP logo redesign on Behance

It’s one of the most noticeable logos in the clothing industry. If your target audience has shifted, a redesign can help your logo. Back in 2010, gap almost committed brand suicide with an untimely — and unnecessary — redesign, which cost the company millions of dollars and lasted a grand total of six days.

It demonstrated the importance of staying true to a brand's identity and history and the need to involve customers in.

Only a mocking fake twitter account, a fake gap logo generator called craplogo, a twitter and facebook avatar campaign, a failed logo crowd sourcing. The timing of a redesign must be correct and not become a change for the sake of change. The gap logo redesign was a case study of how not to rebrand a company. In gap's case, the logo was a step backward. The old logo that was recently restored after a widely panned redesign has itself been slightly redesigned. Graphic design,branding,adobe illustrator,adobe xd,adobe photoshop On october 6 2010, gap unveiled their new logo. Specifically, why did the community of customers surrounding the gap brand have such a visceral negative reaction to the logo change?