Mind The Gap! Pulling the Plug on the New Gap Logo – Clueless or Clever?

Mind The Gap! Pulling the Plug on the New Gap Logo – Clueless or Clever?

By Rob McNair

Gap have finally pulled the plug on the new logo. They have folded under social pressure from their ‘fans’ on Facebook and faced massive critisism within the marketing industry through Twitter.

I think the majority of people would agree that the new Gap logo was terrible. It looked hashed together by a finance company.

Gap was always the representative of the smart/casual Boston Khaki scene. The bold move to change their image from the classic look to something more modern and edgy didn’t sit well with their fans. This is because Gap fans love consistency, their idea of switching it up is going form grey Khaki’s to chracoal ones.

Gap announced that they were reverting back to their old logo via facebook, and have already received 1,700 likes. Gap have stated that they have listened to feedback and after the overwhelming response they have decided to reinstate the blue box tonight.

Gap also responded through a press release, saying that they listen to their customers, and their customers wanted the old logo back.

After this debacle there are a few questions I have for Gap – Why did you feel you need to change and already well established logo in the first place? Why did you hire (in my opinion) a 12 year old to design it? And why the sudden turn around?

I think that there is a very simple answer to all of this, and it falls to the marketing team at Gap. It all seems a little bit too perfect, I suspect that this was a marketing stunt to compensate for falling sales.

The new logo was too bad to be approved and released by a giant like Gap, and the amount of buzz generated around it was ridiculous. So in my opinion, the marketing team deserved to be applauded, they have got us all talking about it, and the facebook post has already received 1700 likes.

Is this an example of cynical marketing? Or is it a huge company listening to their customers?

Let us know what you think…were they clueless or clever?

This post was written by Rob McNair

Rob has experience advising some of the worlds most iconic brands. He thrives on helping improving social media knowledge within organisations with the ultimate goal of making theirs brands more social, transparent and accountable.