About GAP and a lesson on screwing up logos

GAP is trying really hard not to screw up its logo again

Nearly eight years ago when GAP tinkered with its logo, everybody else hated it, the internet feedback was quick and critical. The brand went back to its old position. Bowing to pressure from customers who expressed their outrage online, GAP scrapped the widely panned new logo and returned to its traditional white-on-blue lettering.

Now, the company has restarted the public conversation around its brand identity with a new line of clothing dubbed Logo Remix, which features a patchwork layout of various wordmarks GAP has used over the years. It was launched in a commercial released recently..

Is GAP priming consumers for another new brand look altogether?

Source : https://www.fastcodesign.com/90158484/gap-is-trying-really-hard-not-to-screw-up-its-logo-again