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Gap Abandons Widely Despised Logo Update, Restores Blue Box

In what may have been a publicity stunt to get you thinking about a nice new pair of pants (if you don’t mind us saying, you’d look smashing in a pair of top-rated 1969 jeans!), Gap has decided to abandon the comically tragic new logo it rolled out last week on its website. The odd identity update, which looks ripped from a local merchant’s Valpak coupon or a circa-1994 software package, set off a global avalanche of disgust and mocking—or, as Gap would have it, “an outpouring of comments from customers and the online community in support of the iconic blue box logo.” [Cue quiet chuckling from ex-Gap head Mickey Drexler, crowned prince of J. Crew.] We hear that the shortlived logo will live out its days in a retirement home for widely maligned would-be innovations, where it has been given a room between new Coke and the Edsel.

“Ultimately, we’ve learned just how much energy there is around our brand,’” said Marka Hansen, president of Gap Brand North America, in a statement issued late yesterday. “All roads were leading us back to the blue box, so we’ve made the decision not to use the new logo on gap.com any further.” However, don’t be alarmed when the iconic box turns a festive red! “The website will go back to our iconic blue box logo and, for Holiday, we’ll turn our blue box red for our seasonal campaign,” added Hansen. “There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.”

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