Gap logoGap (GPS) is reinstating its familiar blue box logo, just one week after unveiling a new logo to great fanfare.

The new logo showed the word "Gap" on a white background with a small blue box jutting out of it. Customers and market players reacted with almost universal contempt.

One commenter on Gap's Facebook page said the logo looked "like a child made it."

Gap insisted the new logo was a "a more contemporary, modern expression."

Now, Gap is scrapping the modern and going back to the tried and tested.

"All roads were leading us back to the blue box, so we've made the decision not to use the new logo on gap.com any further," Gap said in a statement.

The clothing retailer aggravated hostility to the new logo when it asked the public to suggest new designs.

The only problem was the company gave no guarantee it would pay for any suggestions it liked.

"We are clear that we did not go about this in the right way," Gap said. "This wasn't the right project at the right time for crowd sourcing."

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