Written by Gay Larry
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Topics: Rebranding, Logo

Tuesday, 12 October 2010

image for Gap Scrap New Logo After Customers Refuse To Wear Clothes With The Word 'Gay' On Them
A woman recoils in horror when she realises that GAP has changed to GAY

The US clothes retailer Gap has scrapped a new logo just one week after its introduction following an outpouring of outrageous gay comments online.

Gap's original logo, which has used been used for more than 20 years, has a blue box with "GAP" written in white inside.

The new logo had "GAY" written in black against a light background with a small blue square laid over the top of the letter "Y" with a huge penis by the side of it.

But critics attacked the rebranding on social networks and online forums.

More than 2,000 comments were posted on the company's Facebook page on the issue, with many saying they refused to buy a brand which prmoted homosexuality, even though they sometimes got the urge to have a same-sex fling to see what it's really like.

Men were especially vocal in this respect. One emailer wrote "I'm no puff, but I often wonder what it would be like to back-end my brother - not that I would, you understand!"

Another wrote "Sometimes when I pass a builder's yard, I get all tingly. I think it's the brick dust."

In a statement released on the Gap website, Mark Hansen, president of Gap Brand North America, said the company's customers always came first. Just like Essex girls. He said "We in no way endorse gaymanship, but, then again, we don't unendorse it either."

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