For 20 years, GAP’s blue box logo was a part of people’s lives. It reminded them of family shopping, school clothes, and the brand’s classic American identity. In 2010, Gap attempted a sudden and radical logo change to modernize its image — but instead of a successful refresh, the move backfired and cost the company approximately $100 million. They replaced the familiar blue box with a plain Helvetica wordmark and a small floating square. No announcement, no explanation, no gradual transition. I
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