Chiaravalle agrees, advising research to determine how consumers ... Consumers liked the Gap position and felt the new logo communicated a shift to a lower-price position — and they took it ...

Neuroscience market research company NeuroFocus claims to have discovered the reasoning for the consumer backlash to the short-lived Gap logo. In a paper released today, NeuroFocus says the new logo ...

The research would suggest that the company probably ... Berger suggested that the news stories about the Gap logo change were not so much a conscious prompt as a kind of nonconscious “trigger ...

The worst thing for Gap would have been to ignore the logo furore completely, so it should be commended for listening to, identifying a problem and being brave enough to revert back to the old logo.

After its new logo was panned on social-media sites, Gap has decided to ditch the design faster than a supermodel can say "auf Wiedersehen." Anne Dujmovic was a senior editor at CNET. Her areas of ...

No one likes The Gap (GPS)'s new logo, in which the blue square with elongated white letters has been replaced with a black Helvetica typeface reminiscent of American Apparel (APP). Given how ...