The Attempt
Last week, Gap dumped their iconic blue square logo in favor of a more ‘modern’ (that’s in question) graphic with simple text and some sort of afterthought-looking gradient square in the background. Honestly, it looks like someone in their marketing department decided that they needed to absorb the American Apparel market, and that the best way to do that is with a new logo. For better or worse, they made the change.
The Reaction
A public company will almost never have a positive reaction to a major change like this. Despite the fact that the Gap logo doesn’t appear on the actual clothing at all, thousands of people voiced their opinion via Facebook, Twitter, and blogs. However, it’s generally true that you can push through this sort of opposition and move forward into a new branding style. Let’s be honest: was anyone really going to stop shopping at Gap because their logo changed?
The Awkward ‘Oops’ Moment
If you ever want your organization to seem completely unsure of itself, I strongly suggest crowd sourcing as a last-ditch effort. Not only will you manage to get the entire design community up in arms, but you end up royally confusing the public that you were trying to rally.
More Awkward Moments
So, first there’s an ambiguous crowd sourcing project in response to the outcry, then Gap’s president, Marka Hansen, wrote a blog defending the new design. So, which is it? Will the crowd sourcing project change the logo to something better, or is it just a way to get more attention? The ‘marketer’ in me just got suspicious.
The Strange Resolution
Finally, Gap reverted and completely ditched the new logo. You’d think that with the weight of a company this well-known, the logo change would be so well thought out that there would be no turning back- especially (again) with something that doesn’t even get printed on the items sold.
I have to ask this question.
Going back to my original statement, it looks like their marketing department decided to absorb the American Apparel market by changing the logo. Is it possible that there was no intention of keeping the new logo (that looks suspiciously like AA’s)? Could Gap have been making a giant statement in the wake of American Apparel’s financial trouble? All I’m reading from this situation is: AA is going down the tubes while Gap is so iconic, the public won’t even let them change their logo.
I know who I want want to buy my minimalist clothing from.
Feel free to share your thoughts!