If your work consists of branding I'm sure you heard the recent story regarding the rebranding of the Gap logo. Gap switched out their logo for a simple logo that contained Helvetica text spelling the word Gap and a blue square. The buzz hit the internet and people were not happy with the change. Many called it a step back, a branding failure, and the worst example of Word art that had been seen.
After the feedback Gap did some backtracking and began to accept new logo designs from the public. They publicly posted the following on their Facebook page:
"Thanks for everyone's input on the new logo! We've had the same logo for 20+ years, and this is just one of the things we're changing. We know this logo created a lot of buzz and we're thrilled to see passionate debates unfolding! So much so we're asking you to share your designs. We love our version, but we'd like to... see other ideas. Stay tuned for details in the next few days on this crowd sourcing project."
One week after the introduction of the new logo Gap returned to their roots and reinstated the original Gap logo. Now, was this just rebranding gone wrong or was this an attempt at a social media experiment or perhaps just a public relations ploy? Regardless, I think there is a lesson we can all learn from this - the recreation of a brand must be strategically planned with the input of loyal consumers, especially when it's a brand like the Gap that has been around for such a long time.
I call it like I see it - Gap + Rebranding Attempt = Big Fail
Your thoughts?
Big Fail is the right conclusion !!
Who on their right mind would approve of something like this ??
Fail? Really? That’s how you see this? I don’t remember anyone discussing the Gap brand, ever. Their little stunt was the gaffe heard ’round the world. Intentional or not, it was an effective marketing situation. We’re still talking about it.
Christine, their attempt raised a lot of buzz yes – but the attempt failed to re-engage the public in a positive way. I don’t call that a success.
We can’t say it failure or may be situation turned out from failure to big publicity. Now, Gap will redesign their logo and try to show that they value their customers and their suggestions. Ultimate advertisement!
Hi Laura,
PR snafu? It’s very possible.
I’m going with “successful” PR blitz, and I’ll never know for sure, but might also include excellent “planned, strategic PR move” on the part of The Gap.
“Successful” meaning the company was successful at generating buzz, not “good” buzz.
I think The Gap genuinely wants to create a new visual identity, but wasn’t expecting the negative response to the new logo, which created a lot of buzz. I think the company regrouped real quick and decided it would be a good move to get the public involved so that 1) loyal customers buy into The Gap brand, and 2) more buzz is created.
Let’s not forget that the holidays are right around the corner…
Retail sales… especially clothing sales from mall-based clothing chains… are still way down.
Mall-based clothiers such as The Gap, American Eagle, Abercrombie and Fitch, and many others have closed stores by the boatload over the past couple of years.
PR Snafu? Maybe. But, in the end, The Gap is what the buzz is about right now…
I actually prefer the new brand – the old one looks very dated to me now after seeing this. Gap are about to launch in China – a key market (for everyone) these days. Perhaps they should have launched here with the new logo – that would have been a real headline-grabbing story.
I agree with the poster above – this shows how important it is to seek buy in from key and loyal customers – the ‘engaged’ ones that every brand seeks to have.