Monday, October 11, 2010

Like New Coke, The Gap Is Going Back

From New York Times:  Last week, The Gap released a redesigned logo that looked like a design-school dropout's take on the modern credit card. They said it was part of the transition from "classic, American design, to modern, sexy, cool.  

And well..... people didn't like it.  In fact, thousands flocked to Facebook to scream BLASPHEMY.

So this morning the President of Gap North America issued this statement:

Since we rolled out an updated version of our logo last week on our website, we’ve seen an outpouring of comments from customers and the online community in support of the iconic blue box logo.

Last week, we moved to address the feedback and began exploring how we could tap into all of the passion. Ultimately, we’ve learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we’ve made the decision not to use the new logo on any further.

At Gap brand, our customers have always come first. We’ve been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back. So we’ve made the decision to do just that – we will bring it back across all channels.

In the meantime, the website will go back to our iconic blue box logo and, for Holiday, we’ll turn our blue box red for our seasonal campaign.
We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community.  This wasn’t the right project at the right time for crowd sourcing. 

There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.

Hey Gap, why fix it if it ain't broke?  Why spend money changing your brands image, especially now?  Change your chinos, not your logo.  That's my two cents. 

Which logdo you prefer?

1 comment:

Sarah said...

Glad they updated their jeans to more flattering cuts last year! The logo should remain the same since it is so established and recognizable.