This is just sad and leads me to two questions. Does an agency deserve to be fired for a failure like this, and can they be sued? It's one thing for a campaign to not perform as intended, but an all out failure? I also wonder if the ideas the agency had got focus-grouped or committeed to death - and this is where it ended up?
There is, of course, one last theory to explore. Did Gap just want to drum up some publicity and see what people thought about its image? The failed logo could easily have been designed in five minutes. Of course it also could have been designed after months of research and concepting, too.
But seriously, I have to consider the possibility that it was all a publicity stunt.