Last week, Gap, the clothing brand, debuted a brand new logo on their Website, www.gap.com. This new logo was to replace the original logo that the brand had used for decades. According to an article from Advertising Age, the new logo was designed by an agency in New York, Laird & Partners. Marka Hansen, Gap North America president, said that the logo was chosen because it was “more contemporary and current,” and that it pays homage to the classic blue box.
Here’s a side-by-side comparison:
Upon the release of the new logo, backlash ensued almost immediately. Everyone from fans of the brand to marketers and graphic designers criticized the new logo and proclaimed their preference for the original. At first, Gap attempted to stand by the redesign. Amidst heated comments on the company’s Facebook page, Gap released this response:
“We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas.”
However, the criticism finally got the best of the company, and they announced on Monday that they were scrapping the redesigned logo. Hansen said that the company recognized that this was a mistake. Also, the roll out of the logo was halted, even though it was set to appear in stores in the near future. Here’s part of her statement:
“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.”
So, do you feel like Gap made the right choice? I do. They listened to their consumers, and I think that was the best route in this situation. Plus, I think the new logo looks cheaply made, whereas the other is a classic. However, I think this whole debacle could have been easily avoided. Obviously, with this amount of backlash, I do not think that Gap properly did their research. As Hansen even went on to say herself, “We recognize that we missed the opportunity to engage with the online community.”
What are your thoughts on the matter?