In 2010, Gap unveiled a new logo. Within a week, they reverted to the original. In 2009, Tropicana redesigned its packaging. Sales dropped 20% in two months ÔÇö a $50 million loss.
The Gap Logo
Gap's rebrand failed because no one understood why it changed. The original logo was not broken. Users perceived the change as a decline in quality.
The Tropicana Problem
The redesign removed the distinctive orange-with-straw image. Shoppers could not find Tropicana on shelves because it no longer looked distinctive. The redesign optimised for modernness and lost the visual shorthand that made the product recognisable.
