Talk about the power of social media. When Gap announced its new logo a week ago there was nothing short of a social media ourpouring about how ugly it was. The Facebook page for Gap has over a thousand responses to the altered logo, most of them expressing dislike of the new logo. When Gap didn’t act, the tirade continued, and went viral, with custom avatars mocking the logo popping up and even a fake Gap Logo Twitter feed, @gaplogo, with a few thousand followers.
Take a look for yourself and you be the judge.
Gap took all that “feedback” and listened to its customers, vanquishing the new logo and returning to their iconic image.
“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”, states president of Gap North America, Marka Hansen. “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.”
The new Gap logo, that was created by New York agency Laird & Partners. No word on how this epic failure will affect that relationship, but the new logo couldn’t hold a candle to its predecessor, which was a trademark for the last 20 years.
“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.”