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The week that was: Gap's new logo quickly put out of its misery

Gapold  Honestly, it had barely registered in my brain that there even was a new Gap logo before the old one was hastily swapped back in -- after less than a week.

“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," said Gap brand North America's president, Marka HGaplogonewansen, in a news release posted Tuesday at the company's corporate website. 

Hansen went on to say that the old, familiar blue box version would be used immediately going forward at gap.com (although she noted it would be turning red for the holiday season). And she did leave open the possibility that it could eventually change.

“There may be a time to evolve our logo," she said in the news release, "but if and when that time comes, we’ll handle it in a different way."

-- Adam Tschorn

Photos: At top, the old Gap logo, retired last week, was brought back, after an outpouring of comments from customers and the online community. Credit: Gap Inc. At bottom, the updated version of the Gap logo, which has abruptly been shelved. Credit: AP photo / Gap Inc.

 
Comments () | Archives (9)

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Almost another "New Coke" situation. Won't they ever learn...Don't mess with a good thing. It's the last brush stroke that turns a masterpiece into just another piece of painted canvas.

I don't like the new logo at all, but I also think that companies should not cave in every time they get a lot of complaints about a change There will always be a huge out cry when something changes because a lot of people do not like change and people like to complain on the internet about everything. If companies always listen to this type of internet complaining nothing will ever change and brands will just stagnate.

This seems like a pretty transparent effort to generate millions in free PR and a shot in the arm to a somewhat tired brand. The new logo was so bad that folks were clearly going to react negatively. The predictable, fabricated "consumer revolt" put Gap as a trusted brand back in the mainstream media with people "clamoring" for a return to the old look. Brilliant PR move...and hey, their stock went up 2.4% today--that's $280,000,000 increase in Market Cap in one day.

What a bunch of cowards. The new logo wasn't going to stop customers from shopping there. It's not like they put their logo all over their clothes like Abercrombie. People always have a tough time with change at first and then it grows on them. I mean, even the name of their brand, GAP, isn't really appealing itself yet it doesn't stop customers from shopping there as long as they put out the products the consumers want. They pulled the plug on this way too early.

The new ATT logo (a stylized croquet ball) was not much better, but the company stayed with it. I guess they paid such a high fee to the design company, that they didn't want to admit it sucked bigtime. The problem is that execs who approve a logo generally have no artistic sensibility. They simply don't know good from bad.

Some people don't like change and some do – but those who don't like something will always voice their opinion. The web increases the chance of negative views being noticed and then the media jump on them. I don't know this brand and I'm not familiar with it. But the marketing people behind GAP may have pleased a few regular customers but most certainly lost all the new customers they were going to get.

The old logo is instantly recognizable to anyone who's been to a mall. The "new" logo looks like it's for a random tech company or business group.

It looks like it belongs on some letter head to be glossed over when you check to see who's billing you. If they really went with that logo they could call themselves "Gap Clothing Services" excelling in practical everday solutions to systemic nakedness.

An obviously FAKE ploy to gain press and chatter. At least they could have tried it with something that didn't look like an infant designed it.

Wow ... how incredibly newsworthy this piece was. I canceled my subscriptoin to the Times 18 months ago. Now I will delete the link from my "Favorites".



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