After Gap’s new logo failed, Neuromarketing company NeuroFocus used EEG and eye-tracking techniques to investigate the neural responses of a group of volunteers who were shown both Gap logos.

Neurofocus explained that the new logo didn’t register as novel or stylish in the volunteer’s brains, two big no-nos for a successful logo. The old logo on the other hand was a big hit, scoring high in the company’s “stylish” metric.