Woodrow Wilson once said, “If you want to make enemies, try to change something.” Nearly a century later, the GAP learned these words still ring true.
The American retail clothing manufacturer suddenly introduced a new logo on thegap.com a week ago, with intention of integrating it across their marketing campaigns starting next month. Following the logo’s reveal, which GAP Brand North America President Marka Hansen called, “more contemporary and current”, there was a strong backlash within the online community. Facebook and Twitter exploded with feedback, and the conclusion was clear, people did NOT like the new look.
In response to the overwhelming feedback, the GAP pulled an about face and announced via its Facebook page,
“Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback. We only want what’s best for the brand and our customers. So instead of crowd sourcing,we’re bringing back the Blue Box tonight.”
The whole event has been a lesson in how the online community can influence a company’s brand message.
Going forward the GAP stated they will use this as a learning experience. “There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.”
