Gap’s new look pulled

After just a week North America president Marka Hansen confirmed that the company is to abandon the new logo, after an uproar of criticism. 

Hansen realised this statement:

“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.

“Last week, we moved quickly 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 any further.

“At Gap brand, our customers have always come first. We’ve been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back. So we’ve made the decision to do just that – we will bring it back across all channels.

“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.

“There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.”

This decision raised the question of did they really like or even want the new design?  Nobody likes change, but sometimes you just have to live with it, so why did they appear to give in so easily?  When the redesigned Guardian was released it had hundreds of hysterically criticism posted on online, but a year later it won a D&AD Gold.

Even through the new design wasn’t very well designed does this give reason to pull it so quickly.  If every redesigned piece was withdrawn because of initial negative reaction then I believe few projects would survive and this would result in no change or updating taking place. However we shouldn’t blame it on Laird & Partners, who redesigned the logo, as they more and likely presented an array of designs and it was Gap who opted to use this one.


1 Comment

  1. Winnie Shek

    Totally agree.

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