Tour Operators Gap Adventures changes name to G Adventures By Michelle Baran / September 28, 2011 Share 1 -- CEO tires of fightingBruce Poon Tip, founder of Toronto-based tour operator Gap Adventures, said he didn’t have the will to continue a legal battle against Gap Inc. Read MoreToronto-based tour operator Gap Adventures has changed its name to G Adventures, following a June copyright-infringement ruling in a suit brought by clothing giant Gap Inc. Gap Adventures was ordered to change its name by Sept. 1. In a June 24 decision in U.S. District Court for the Southern District of New York, Judge Alvin Hellerstein ruled in favor of Gap Inc. on trademark infringement, saying, "Gap Adventures has used similar marks in commerce such that there is likelihood of confusion." Four days after the ruling, Gap Adventures founder Bruce Poon Tip called the decision "unfounded" in a letter to the industry, and the company said it would appeal the decision. However, in a letter to the industry dated Sept. 27, Poon Tip announced a change in the company name, with no mention of the lawsuit. "This year, we are taking a bold step with our identity," Poon Tip stated in the letter. "From here on out, we are G Adventures, a change that's both an evolutionary and revolutionary step into the future." "A brand is defined by its culture, not by a corporate name or a 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," Poon Tip assured. Starting Sept. 28, the new website will be Gadventures.com. Agent login can be found at Gadventures.com/Sherpa. All Gap Adventures email addresses will change to @gadventures.com. All phone numbers remain the same. The court ruling required Gap Adventures to change its name just in the U.S., but the new name will be effective globally Oct. 1.