Inside the psychology of your logo: There’s a reason Gap’s redesign was such a failure

While they’re commonly called “intangible assets”, logos matter. Gap learned this lesson in 2010 when it attempted to change its logo, but quickly abandoned the endeavour after it met with a furious backlash from followers on Twitter and Facebook. What the retailer hadn’t realised was how the subtle aspects of its logo were perceived, and how a complete revamp might affect those perceptions.

  Nov 19, 2015 | In the Media