Gap scraps new logo

Gap Inc, the US clothing brand, has scrapped its new logo just a week after it was introduced following a public backlash.

Gap will return to using its 20-year old “blue box” brand logo with GAP written in white and abandon the new logo which had GAP written in black with a graduated blue box at the top right corner.

The brand introduced the new logo on its US website last week but the change met with an “outpouring of comments from customers and online community in support of the iconic blue box logo,” the company says.

The brand attempted to use its Facebook fan page to encourage crowd sourcing of new ideas for the logo after attracting criticisms including “unsophisticated” and “uncreative” and “devaluing the brand”.

The logo change did not affect the UK website.

In a statement, Marka Hansen, president of Gap North America, says: “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 any further.

“We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing.”

The retailer says that if it does look to “evolve” its brand identity in the future, it will “handle it in a different way.”

Gap also plans to launch a Christmas campaign turning the blue box logo red for the festive season.

Read Stuart Smith’s blog on the Gap logo debacle here

Readers' comments (7)

  • This wasn't about the process, it was the fact that the new logo had no brand values whatsoever. It could have been accounting software! All aspects of marketing must be relevant - what is relevant changes over time and with new audiences but this was saying 'let's be different' but actually meant throwing the baby out with the bathwater.

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  • Cheap publicity stunt!

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  • Am I the only cynic thinking this 'redesign' was dreamt up by the PR agency? The new logo was so bad surely they weren't actually serious?!

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  • @Debbie, you yanked the words right out of my brain before I got past the first paragraph. The fact that they would MMQB the fact that they "missed the opportunity to engage" the online community? This from on of the most online savvy brands in the retail world? Really? No, wait... Really?!? Kudos to GAP on a well played PR stunt that allows you to gush about brand loyalty. Kudos.

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  • "MMQB"? The English language has more suitable vernacular.

    You don't have to be a cynic to see through this. The new nonsense does, indeed, look like a logo for accounting software - nicely articulated, David! Which gives us a clue as to where in the board room this story / initiative was originated. What impact on the share price? No obvious negative effect yet.

    Let's get on with some grown-up coverage of real market developments, please.

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  • "In a statement, Marka Hansen, president of Gap North America, says: “Ultimately, we’ve learned just how much energy there is around our brand...???"

    They needed to launch a new logo to actually experience their brand value? Something must have went pretty wrong in their Marketing and Business Analysis Department. There are already many ways of measuring brand strength including various independent variables.

    GAP obviously is not really aware of its brand awareness. I mean if the VP is surprised about that fact - just another example how often even big internatioanl blue chips do not conduct proper research. Keyword: Volkswagen, Phaeton ;)

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  • Brand logo is symbol that depicts the seen and strength of of a product or organisation.Brand value is not only product based but experience based.If we will implement the things without considering the exact position in the market definitely customer will not accept the things because it is a time taken, sophisticated, creative and strategic issue.
    In case GAP did not do the things (Change of log) with a reality ground market and customer sentiments.
    This issue shows that there is awareness gap between customers and GAP, GAP should aware with the brand value.

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