Corporate rebranding gone wrong – the GAP logo case
In 2010, GAP introduced a new logo, sparking an online backlash and ultimately resulting in the reintroduction of the old logo. A new study from Lund University in Sweden argues that this was the first of many cases where brand creation has had to adjust to a complex, interactive, and sometimes unpredictable online environment. “Looking back, we can see that this wasn’t an isolated incident, but o
https://www.lunduniversity.lu.se/article/corporate-rebranding-gone-wrong-gap-logo-case - 2025-10-19