Clothes retailer Gap has scrapped its new logo after only a week, after being inundated with comments and criticisms on Internet forums, Twitter and Facebook. It seems they acted to prevent a PR disaster.
There is a long track-record of big companies undertaking botched re-branding exercises but it is difficult to think of one undertaking a u-turn quite so speedily. This really does demonstrate the power of the Internet and why companies, no matter how large, need to engage with their audiences consistently to manage their reputations.
Have a look at the before and after a see what you think: