The Gap Logo Debacle: A Half-Brained Mistake; Harvard Business Review, 10/8/10

Umair Haque, Harvard Business Review; The Gap Logo Debacle: A Half-Brained Mistake:

"So argue with me if you like, bring the full arsenal of overquantified pseudomathetical Wall Street analyses to the table if you want — but I'd gently suggest: most companies don't take design seriously, but they damn well should. What standing in their way? Yesterday's tired, increasingly stale assumptions that what really matters in hard-nosed, tough-as-nails business is the left-brained stuff: negotiation, calculation, and, to it bluntly, intimidation. Hence, cutting-edge design as a nice-to-have, not a can't-live-without."

http://blogs.hbr.org/haque/2010/10/the_gaps_logo_debacle_a.html