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.
Brand System / E-commerce / cloud / logistics / 1999-present
Brand System / Social platform / games / fintech / 1998-present
Trust / Telecommunications / devices / cloud / 1987-present
Brand System / Consumer electronics / AIoT / mobility / 2010-present
Brand System / Electric vehicles / batteries / 1995-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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