Gap
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.
Read the case
Current File
The archive is organized around decisions, not opinions. Each file documents what changed, what broke or recovered, and which pattern other operators should recognize.
Rebrand / Consulting / 2001
Brand System / Automotive / Performance Luxury / 1986-present
Brand System / Sportswear / culture / 1949-present
Pivot / Software / 2013
Brand System / Airline / Flag carrier / 1923-present
Archive Structure
Failures
Rebrands
Comebacks
Archive Status
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.
Editorial Colophon
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.
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