The Return of the GAP: Surprise, Surprise!

Following the social and mainstream media backlash, Gap has decided to return to it’s iconic old logo. Surprise, surprise!

According to AdAge, Marka Hansen, Gap North America president, informed the company’s marketing department yesterday afternoon of the change, acknowledging that the switch was a mistake and that the company would be tabling any changes for the foreseeable future. In her Huffington Postcolumn, there was definite foreshadowing that has apparently played out.

Yesterday, Hansen released the following statement on behalf of Gap:

“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.

“In the meantime, the website will go back to our iconic blue box logo and, for Holiday, we’ll turn our blue box red for our seasonal campaign.

“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.”


One response to “The Return of the GAP: Surprise, Surprise!

  1. This is a perfect example of a lack of communication within the GAP corporate world. The changing of a logo, as we all know, is not something to be taken lightly and the lack of internal and external communication with all stakeholders, in this case was a huge mistake. Cross functional teams internally and focus groups externally could have avoided this venture into what appears to be “change for the sake of change”.

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