If it wasn't a double dip in the economy, I knew that there had to be some sort of catastrophe for 2010. Although they kept us waiting until October for this crisis, Gap has brilliantly decided to unveil their new slick logo and ditch their iconic one. Not to my surprise there has been huge outrage regarding the change in the online community.
Gap responded quickly to the outrage with the following response:
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 gap.com any further.
It's interesting, but not surprising, to see the vast amount of brand loyalty behind Gap. Hansen, the CEO, was trying to symbolically show that they company was looking to move forward and have a more contemporary feel, but one can only remember the Coca-Cola and Tropicana re-brand disasters. The benefit of this exercise, however, is that it reaffirms the passion and value behind the old logo, without ever having to change anything about their actual products. Plus, the fact that they have listened to their customers and gained free publicity shouldn't hurt either.
Thank goodness you reverted to your old logo, Gap. We thought we had lost you for a minute as one of our true American brands, and America really can't afford any more loses in 2010.
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