Apparently, they didn't like their classic blue box "GAP" logo anymore so they hired somebody really "creative" and decided on a new logo to "Gap" with a small square box
They first changed the logo on their website.
When the consumers saw their new logo on the website, they just could not believe it. I mean, what the hell were they thinking?
Someone even went out their way to create http://craplogo.me website where you can easily create a crappy logo similar to the new Gap logo Here's my crappy logo:
Overwhelmed by so many customer's complaints about their crappy logo change, GAP listened to the public voice and changed back to the original logo few days later with the following public press release:
“Last week, we moved to address the feedback and began exploring how we could tap into all of the passion. Ultimately, we’ve learned just how much energy there is around our brand. 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. ... We've learned a lot in this process. And we are clear that we did not go about this in the right way.” - Source: GAP press release
So how important is the logo and branding?
Well, just take a look at how many times our beloved coffee Starbucks changed their logo