First there was Coco Pops

First there was Coco Pops who bizarrely tried out a whole new (rubbish) name.

Then at the beginning of last year Cornwall Council announced to the world it was changing its branding and unveiled its new logo.
The rejected Cornwall Council logo

Then thousands of people went the old-fashioned way and signed a petition against the 'un-Cornish' branding and the council backed down, throwing thousands of pounds in the bin as they did so. I've got to say, I rather liked it. The logo, not the petition.

And now Gap have done it the technological way - reacting to Facebook criticism they've gone and binned their new generic, bland offering, 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".
Gap's rejected logo

So why do organisations go to all the bother of changing if they weren't 100% sure about the logo they unveil in such a glorious fashion? Gap, especially, centres its marketing around its brand - most recognised through its elongated logo. What were they trying to achieve by the new logo, which let's face it, is about as interesting as a vacuume cleaner?

It looks like they were going for digital - new age, and in doing so simply became as generic as every other page on the web. And they could have probably bought few dozen Dyson's with the money they wasted.