It only took about five days for one of the largest and most recognizable clothing brands to eagerly announce a new logo design – then promptly return to its original. What had enough influence to change the minds of big shot business executives who wholeheartedly stood behind this new “modern” design? The answer is not the CEO of the company, or a design expert that was flown in from Germany, but instead the voices of devoted customers.
Removing the Gap
Gap released its new logo on their Facebook Page suggesting fans to not only give input concerning their logo change but also encouraged a debate and to create new design ideas. About 400 of their fans “liked” this while an overwhelming 1,107 felt passionate enough to leave comments on one status update, that were rarely short and sweet. Criticisms bounced back and forth between fans; everyone generally seemed to agree the new logo looked cheap and was a weak excuse for “modern” and “contemporary”, two words that had been used by Vice President of Corporate Communications Bill Chandler.
Classic to Current
Gap has been a classic American staple to any wardrobe since 1969. Customers know they can depend on the brand for jeans, khakis and streamlined basics. Some call it mom-wear, while others associate it with more classic icons such as Audrey Hepburn, or the playful ad campaigns used throughout the years.
Sure, it may have been a sly marketing ploy to gain more attention, while boosting Facebook traffic and gaining fresh buzz from a younger demographic; but at the end of the day everyone is happy. Customers will continue to see their trusted logo; and Gap gained media attention while reeling in new customers and revitalizing their longtime shoppers.
