Gap has decided to keep its well-established blue and white logo, popular with shoppers

Gap has decided to keep its well-established blue and white logo, popular with shoppers

Apparel retailer Gap has dropped its new-look logo after a large-scale backlash from consumers.

The company acknowledged an “outpouring” of comments criticising the new logo – black lettering on a white background in a blue-framed box – and is returning to its traditional “blue box” branding.

Gap initially tried to address the feedback from its disgruntled customers, but eventually the company had to give in to pressure from users of social media in general and Facebook in particular.

“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,” said Marka Hansen, president of Gap Brand North America.

Hansen said the company would bring back the blue box “across all channels”, only switching the box colour to red for its seasonal campaign.

“We’ve learned a lot in this process,” Hansen added. “And we are clear that we did not go about this in the right way. We recognise that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing.

“There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.”