Today I was in Mockingbird Station shopping with a friend. We passed by Gap and she casually asked if I had heard about the fiasco they had last fall. Apparently, I had not. Last fall the beloved casual-wear Gap tried to change their logo to have a more fresh and modern feel. I don't know about anyone else, but I have always held a dear place in my heart for Gap so this news came as a bit of a shock. The Gap reminds me of the typical "jean on jean" awkward family pictures and my favorite pair of jeans that my dog stole and ate. However, to the company's dismay, this new effort proved to fail and will now keep the classic white-on-navy blue logo after all. This whole extravaganza began with the company switching the logos and exposing the new one to the world wide web without saying a word. Irritated fans reacted quickly and began to complain about it online. Initially, the company wanted the new logo to match its modernized image. Coming from an outsider's perspective, this makes sense due to the world having this unspoken competition of who can come out with the next new "bigger and better" product. Hansen, the president, wanted their "customers to take notice of Gap and see what it stands for today." And in Gap's defense it was a natural step to see how their logo, one they have had for decades, should evolve along with their current and contemporary image. This is not to say that I like the new logo, I am still a supportive fan of the original.
According to Marka Hansen, "the San Francisco-based company realized how much people liked the old logo after they put up the new one, a white background with black letters and a little blue box." I don't think this situation was thought through all the way or handled correctly. Logos are key to brands because they convey meaning and are something fans feel connected to. A brand resides in the hearts and minds of individuals, it is the source of the company's promise to their consumer, and it is the position that the consumer has placed in their mind. With that being said I don't think something like this should be taken lightly or happen off the cuff. I believe that they should have engaged with their audience and let their shoppers offer input.
vs.
"We've heard loud and clear that you don't like the new logo. We've learned a lot from the feedback. We only want what's best for the brand and our customers." - from Gap....OUCH!
Which one do you like? My vote goes to the good ol' original!
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