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Gap backtracks, says it will not use new logo after consumer outcry

October 11, 2010 |  7:11 pm

A week after Gap announced that it would roll out a new logo, the San Francisco apparel retailer has changed its mind.  Gaplogo 

Shopper outcry was rampant at the new logo, which featured a smaller blue box, an updated font and lowercase letters. Many consumers took to social media sites online to profess their disdain for the new look.

Monday, Gap released an apologetic statement saying it had reviewed the feedback and decided to stick with the long-standing logo.

"We've learned a lot in this process," said Marka Hansen, president of Gap Brand North America. "And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community. This wasn't the right project at the right time.... There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way."

-- Andrea Chang