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TheStreet Open House

Gap Logo: Did Gap Blow its New Logo Launch?

Stocks in this article: GPS

(Gap logo poll updated with Gap's attempted crowd sourcing project and Marka Hansen's statements.)

NEW YORK ( TheStreet) -- The new Gap (GPS) logo debut surprised consumers and outraged the design community, causing the retail company to revert to its original logo.

One week after quietly unveiling the logo on its Web site, the retailer announced late Monday that it was abandoning its new logo.

Gap

Last week, Gap introduced the logo redesign on its Web site without any explanation, it simply appeared. Within a day, the advertising and design worlds began ridiculing the new design, making their opinions known on blogs and across social media.

In response to the backlash, Gap said the new logo was the first step in a crowd sourcing project. The company posted to its Facebook page and Twitter that it was "thrilled to see passionate debates about the logo unfolding!"

"So much so, we're asking you to share your designs. We love our version, but we'd like to see other ideas," it said.

A few days later, the company pulled the project. Hansen said that company management realized that they "did not go about this in the right way."

"We recognize that we missed the opportunity to engage with the online community," Hansen said. "This wasn't the right project at the right time for crowd sourcing."

"Last week, we moved to address the feedback and began exploring how we could tap into all of the passion," said Marka Hansen, the president of Gap Brand North America, in a statement posted on the company's Web site.

"Ultimately, we've learned just how much energy there is around our brand. 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," the statement continued.

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