Growyourbrand.net Reference notes on brand consequence May 2026
The Brand Archive
01 Featured Case Rebrand / Retail / 2010

Gap

The Logo Reversal That Exposed Recognition Risk

Gap's 2010 redesign lasted less than a week in public. The decision became a reference case because the failure was not visual taste alone. It was a break in recognition, memory, and control.

The Brand Archive Updated April 2026 7 minute read
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Before Gap blue square logo before the 2010 redesign
2010 Redesign Gap logo introduced in October 2010
Gap logo files via Wikimedia Commons. Trademarked material used as editorial reference.
Editorial archive table for newest Brand Archive case files
I

Latest Filings

Newest files, not a loose feed

The front page now surfaces the newest filed cases first. The full corpus belongs in search, status lanes, and the brand index.

Search the archive Open the index Archive objects

Archive Objects

The small counter near the reading room.

A museum has a shop. A library has a shelf near the exit. The Brand Archive has small objects a reader can carry out. The first one is the Brand Decision Field Guide, a $4.99 souvenir from the archive counter.

GYB-OBJ-001 6 PDFs 124 pages $4.99
Open Archive Objects Field Guide / $4.99
Brand Decision Field Guide archive object with field guide cover, worksheets, prompt pack, quick card, worked examples, and agency audit kit
$4.99 counter object. Six PDFs. 124 pages. Stripe checkout.
II

Archive Structure

Decision patterns, not content buckets

Archive Status

The archive now has operating brands and failed-brand files.

Decision types still matter, but status matters too. Brand Failures are bad decisions; Failed Brands are once-large businesses whose original public operating model is gone.

404All CasesFull source-cited brand ledger 387Active BrandsOperating, continuing, live, or unresolved files 17Failed BrandsDefunct original public businesses
Brand Archive index wall with filed brand decision cases
III

Brand Index

Open the brand file directly

Direct Shelf

Open the case file.

A short shelf from the archive. Search and the full A-Z stay nearby.
Search the archive Full A-Z index
Crystal Pepsi Failure / Active / continuing Heinz EZ Squirt Failure / Active / continuing IBM Watson Health Failure / Active / continuing Google Bard Failure / Active / continuing Target x Missoni Failure / Active / continuing Snapchat Failure / Active / continuing Hertz / Accenture Failure / Active / continuing Max / HBO Max Failure / Active / continuing Qatar Airways Brand System / Active / continuing Singapore Airlines Brand System / Active / continuing Qantas Brand System / Active / continuing Turkish Airlines Brand System / Active / continuing Nike Launch / Active / continuing Dove Trust / Active / continuing The Home Depot Trust / Active / continuing Apple Comeback / Active / continuing

Editorial Colophon

The Brand Archive studies branding decisions and their consequences through source-cited case studies, comparable cases, and decision lessons.

Image Notes

Generated editorial images were produced for The Brand Archive as rights-safe archive visuals. Some newer visuals include source-mark cards or product/category cues when needed for editorial recognition. Brand artifacts are sourced from Wikimedia Commons or official public sources where available. Brand marks remain the property of their respective owners and are used as editorial reference.