Gap has announced on it's Facebook Page that it is scrapping its new logo design efforts, after receiving a torrent of criticism coming primarily from Facebook and Twitter users.
Gap unveiled their new logo last week, they called it “a more contemporary, modern expression.” Gap's customers did not like the change, and Gap decided to ask customers for their designs instead. However, they have now back-traked on that too.
Gap said, "Oaky, We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback,” the company said on its Facebook Page. “We only want what’s best for the brand and our customers. So instead of crowdsourcing, we’re bringing back the Blue Box tonight.”
According to Gap, the original logo will be back ( “across all channels.”) and the new logo will disappear.
The backlash against Gap’s new logo was really very strong, Thousands of tweets and Facebook status updates were opposed to it, people found creative ways to protest about new logo. Afake Twitter account, Gap logo generators and many more have chimed in with their campaigns that have gone viral.
Social media wasn’t the only reason that Gap felt they should revert to the old logo, but it definitely was a major factor. Social media spread the word about the logo change and the company listened to it's customers and avoided a very unpopular decision, a great way companies can get instant feedback to make sure their decisions are right. As for the new design, I think all those people are right, its not the best re-brand I have seen and it shows that lots of care should be taken within the re-branding process to get it right. Here at Damson we use a consultative way of rebranding that we think really works. One of our latest re-brand projects was Kidwells Solicitors, Damson implemented and designed their re-branding, new website, produced their video and implemented their social media strategy using the company's great customer-centric ethos and modern approach.
Old Gap New Gap (for a day or so!)