GAP neglected to inform its customers about the impending logo change or provide any rationale for the rebranding.

The rebranding effort was limited exclusively to altering the logo, without any introduction of new clothing lines or modifications to in-store or online shopping experiences.

The brand name was depicted in Helvetica, a font considered outdated by 2010 and widely utilized by various companies, including GAP's main competitor, American Apparel.

This lack of distinction further diminished the significance of the logo change and failed to set GAP apart from its competitors.