The retailer has already removed the logo from its Facebook page and launched a hurried crowdsourcing project, asking customers to submit their own logo ideas.
All this has happened less than a week after Gap revealed the new logo, which was to replace its classic solid blue logo of 20 years. The revamped version didn't even get a chance to make it to the UK before it was shot down in digital flames.
Gap was caught on the back foot after the logo was almost universally reviled by customers who have posted thousands of comments on Facebook, Twitter and blogs, venting their displeasure.
This article was first published on brandrepublic.com
Marissa Mayer certainly knew what was coming when Yahoo announced its $1.1bn (£723m / 857m euros) purchase of blogging platform Tumblr earlier this week. Rather than waiting for the critics to pounce, she issued a rather succinct, clear and highly quotable message proactively: “we promise not to screw it up”.