Just four days after confirming its surprise new logo was, in fact, legit, Gap is returning to its old design, Ad Age has learned. The announcement is expected to be made at 4:30 Pacific Time today on the brand's Facebook page.
Marka Hansen, Gap North America president, informed the company's marketing department this afternoon of the change, acknowledging that the switch was a mistake and that the company would be tabling any changes for the foreseeable future.
The logo, created by New York agency Laird & Partners, was intended to be a long-term commitment for the brand with a nod to the future. Ms. Hansen's about-face about the Gap's new logo was foreshadowed by a blog post she wrote for the Huffington Post last Thursday. "We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward," she said. "Now, given the passionate outpouring from customers that followed, we've decided to engage in the dialogue, take their feedback on board and work together as we move ahead and evolve to the next phase of Gap."
Calls to Laird & Partners were not immediately returned.
Gap representative Louise Callagy also told Ad Age that the logo debacle does not mean that it has ended its relationship with Laird & Partners. "We are still engaged," she said.
The scrapping of the design—which re-created the retailer's name in a bold Helvetica font with a blue gradiated box perched atop the P—comes after Gap was put through the ringer last week for its new look. The company became the whipping boy of designers, who besides merely disliking the new logo were enraged at the suggestion that design professionals should help fix the mistake by offering up ideas for free.
Read the rest of the story, and a statement from Marka Hansen, president of Gap Brand, North America on Adage.com.