The logo was supposed to signify Gap’s transition from “classic, American design to modern, sexy, cool,” according to a company spokesperson.
The gods of graphic design though, had other plans. “It looks like the emblem of some failed low-fare spinoff of a major airline,” wrote Slate’s Tom Scocca.
Gap’s facebook page seemed to recognize the problem:“We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding!.”
They then announced that they were going to open up a competition to redesign the logo: “So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.”
That project never materialized, and in the end, they went back to the old logo, after just a week. “We’ve learned just how much energy there is around our brand, and after much thought, we’ve decided to go back to our iconic blue box logo,” said a company spokesperson.