The shape of your logo affects how consumers perceive your organisation, its products and even its behaviour.
While they’re commonly called “intangible assets”, logos matter. GAP learned this lesson when it attempted to change its logo, but quickly abandoned the endeavor after it met with a furious backlash from followers on Twitter and Facebook. The fact that GAP had suddenly decided to update its iconic and classic logo without consulting its loyal fans was just one reason for its failure.
