There are a lot of reasons to revamp a logo. To give your brand a new, updated look or to re-establish your brand as something different than it was before, are just two of the many legitimate reasons to. But, what if that logo was inextricably American? Or what if that logo defined a generation? What if that logo was recently highlighted in one of the country’s most popular movies of the year? Why then would one change such an iconic, and dare I say it, patriotic image?
I was talking with some of my friends yesterday about how Gap seems to be making a comeback as far as fashion goes. No longer do I rule it out as that one store with aisle after aisle of drab beige and gray. Now, Gap is more of a place to go for good quality, nice fitting, classy simplicity – finally. But then, “there is the new logo,” as a friend so adequately put it. He is a graphic designer and said something along the lines of, “Why would a company change from the iconic blue box to Helvetica Bold with a smaller, slightly odd blue box in the upper right corner? It seems lazy.” And I would have to agree. The brand that was making a grand comeback to classy simplicity in my mind has now replaced that positive thought with the more negative, “What were they thinking?” The logo has been bouncing around my email boxes with mixed feelings of rage, apathy and disgust since the launch hit public consciousness.
Ad Age recently asked the question, “Do consumers actually know there’s a new logo? Do they care?” I’d say yes, as the 45-minute conversation I had yesterday was not with other marketing or media peers, but rather my friends who come from several different industries and backgrounds. And they are asking the same question, “Why, oh, why would Gap do such a thing?”
As far as the implications the new logo may have on the brand overall, we will have to wait and see. One thing is certain, Gap is getting a lot more attention than they have had in a long time.
What is your take on the new logo?
UPDATE: Gap’s new logo back to blue after fan criticism 10/12/2010
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Great.
I agree Marshall, and I’m not sure if the creative agency got paid for this. I hope not! Let’s all just be thankful that they came to their senses. But I do agree with you that Gap needs a little more help to bring their image back up to where it was, say in the late 90′s. At least staying with their classic logo is a step in the right direction.
Jill
Jill,
“What were they thinking?” is right. I think there are other problems that the GAP needed to figure out other than the Logo. Revenue issues, lowered quality of clothing product, transitioning younger demographic to become more interested in the product…any of those would have been a much better focus of energy and any money an agency received for this “logo work”. I don’t suppose you know if the agency got paid for this.
Anyway, what boggles us is how you don’t involve your customers and make a decision on “internal testing”. To us, that sounds something like- well it sounds good in the echo chamber, let’s roll with it.
Some of our further thoughts and findings here:
http://gutcheckit.com/checkin-it-out/gap-logo-analysis
Marshall England
Director of Marketing
GutCheck