What's in a logo? Plenty, it seems, after fans of US retail giant Gap voiced their anger at a new logo adopted by the 41-year-old company.
It seems that customers found comfort in the familiar 'white on navy' logo, and were terrified and unsettled by the 'black on white' alternative.
In many ways, it seems a no-brainer that Gap should have stuck with what they knew.
Marka Hansen, president of Gap Brand in the US, said the customer came first. "We've been listening to and watching all of the comments. We heard them say over and over again they are passionate about our blue box logo, and they want it back. So we've made the decision to do just that - we will bring it back across all channels. There may be a time to evolve our logo, but if and when that time comes, we'll handle it in a different way," she said.