In an update and response to Alexa’s October 8^th post regarding Gap’s new logo, it appears that Gap has decided to throw out the change in their trademark. After receiving overwhelming complaints and backlash online from fans, the new logo has been yanked, thus keeping the tried-and-true white-on-navy logo. Despite the company saying that the new logo would stick and would be seen in stores next month, Marka Hansen, president of Gap North America released a statement Monday addressing the issue. Hansen stated that “there may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.” The company continued on saying “we’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback. We only want what’s best for the brand and our customers.”

In this vain, perhaps consumers could vote or offer opinions for a new trademark, otherwise known as crowd sourcing. Gap originally intended to have shoppers help with the new logo as marketers are often using this technique to receive direct consumer feedback. The change was spurred by wanting a new logo for their modernized image and apparel designs. While some are confused why the brand would seek to change the classic logo, both because of the connection and meaning invoked to customers, it is clear that the decision to change to the new logo was a mistake that the company had to deal with. It is unknown the effect this will have on competition and investors, but one thing is obvious; the internet is a practical outlet to seek consumer opinions. As seen by the abundance of social networking and opinion sites such as Facebook and Twitter, Gap has dodged the logo bullet for now.