Gap Adventures, a Toronto-based tour operator, has legally changed its name to G Adventures after a legal battle against Gap Inc., a clothing brand. The new name went into effect globally on Oct. 1.
“This year we are taking a bold step with our identity,” stated Bruce Poon Tip, founder of Gap Adventures, in a letter. “From here on out, we are G Adventures, a change that’s both evolutionary and revolutionary step into the future.
“A brand is defined by its culture, not by a corporate name or logo, and I have campaigned long and hard to establish an identity for this company that reflects our culture and approach to the world. In every way that matters, we’re the same company today that we were yesterday.”
The company announced it did not want to continue a legal battle with Gap Inc. The new website gadventures.com, went live on Sept. 28. All email addresses from the company will change to @gadventures.com, but phone numbers will remain the same.
For more information, read the Travel Weekly article.