So, where to start with this debacle? Basically this boils down to three clear failures. A failure in sourcing the right consultant, a launch failure, and a failure of belief. While significant, these three failures were only the fuel, and the Internets simply brought the matches. Plenty of them. Branding programs are never perfect, and even the most imperfect births can still lead to strong, healthy brands.Three failures and one match
1, wrong consultant
2. launch failure
3. failure of belief
4. F I R E of the Internet
Check out the Logo Design Love blog if you are looking for help with a logo or a brand. Too bad GAP did not . . .