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.
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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.
Failure / CPG / 2009
Failure / Beverage / 1985
Comeback / Luxury / 2000s
Launch / Beverage / 2019
Archive Structure
Failures
Rebrands
Comebacks
Editorial Colophon
Generated editorial images were produced for The Brand Archive and contain no real company logos or readable brand names. Brand artifacts are sourced from Wikimedia Commons where available. Brand marks remain the property of their respective owners and are used as editorial reference.
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