According to the neuromarketing company NeuroFocus, who conducted the study, neuroscientific research shows that the human brain craves and seeks what is new. After recording brain activity and using eye-tracking techniques on a group of volunteers who were shown both Gap logos, they found the new logo didn’t register as novel or stylish in the volunteer’s brains. The old logo, however, was a big hit with consumers, scoring high in the company’s “stylish” metric.
In my opinion changing a company logo comes with big consequences. People were in love with the blue box; far better, far more history and far more recognizable than the new design. It’s a good thing they went back to the old logo.