A Tip for Tuesday – Telephone Extension
October 12, 2010
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Last week the Gap unveiled a new logo last week on its website – one that was visually very different from its classic (and very well-recognized) white lettering on a navy background.

The logo instantly received backlash and Gap has since switched back to the logo it has used for more than 20 years.

I understand a company’s desire to stay current in today’s economy – particularly when there are so many retail options available to consumers – but this seems to be a case of “if it ain’t broke, don’t fix it,” and I think Gap now knows that, too.

Said Marka Hansen, the Gap brand president in North America: “We’ve learned a lot in this process. 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.”

Yeah. It would have been good to organize some focus groups, put out a survey – something!

What do you think?

Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio

1 Comment

  1. I would love to know what the conversations were before launching the new logo.

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