Design & UX
By Jennifer Farley

Old Gap’s Back! New Logo Is Dropped

By Jennifer Farley

Gap have confirmed that following a storm of criticism of their new logo, they are bringing back their old blue box logo. The new logo was created by Laird & Partners and was pretty much shot to pieces online. There was also much speculation that the new logo was put out there to create debate (mission accomplished) and a crowd-sourcing situation to create a new logo was looking likely.

However, in less than a week, it seems the negative feedback has been overwhelming and Gap president Marka Hansen has confirmed the company will return to the familiar blue box.

NewGapLogo gap_logo
The new old interim Gap logo The old original Gap logo

In a statement from the company, Marka Hansen said:

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.

Statement as seen on Ad Age Daily.

As mentioned in a previous post, it’s not unusual for logo re-designs to get hit with a negative reaction. Most people don’t like change and the internet certainly allows people to express an opinion, but is this a case of mob rule or a cunning plan from the Gap?

So who would have thought anyone paid attention to the internet? Was this all a publicity stunt?

  • W1LL

    Blatant publicity stunt anyone? I guess it worked though!

  • plaudit_design

    I’m glad to see that Gap has listened to the public. Though major changes in brand won’t be accepted by many, matter what you do, this just goes to show how important it is to get feedback from your customer base during the development of a logo, print piece, website, etc.

  • Wolf_22

    I understand that change can be a good thing, but that new logo they came up with just had no impact. In fact, it seemed to devalue their name in my eyes. I’m happy they changed it back.

  • George

    Yes, this was obviously just a huge PR stunt from Gap Inc. I could have told you that from the beginning. The logo would have taken about a minute to make, and they only changed it on their web site, which wouldn’t have taken much time to change either.

    If they had started rolling it out in stores and elsewhere in the “real” world, then you’d have known that they were doing it for real. But I don’t think that’s what happened, now is it?

  • JHig310336

    I perfer the new old logo over the new.

    Thought I can’t help but think this was all a marketing ploy. I find it very hard to believe Gap corporate would have signed off on the new design. This is a clothing company where their corporate image is more important than the products they designed.

    Its a known fact, Gap’s sales have fallen tremendously over the years. With a completely new designed product line being introduced before the holidays, its just not believable they’d change there image a month before the holiday shopping season. I call foul on Gap for this marketing gimmick in hopes to get consumers talking about the brand again.

    This marketing attempt was cheaper than hiring actors to model their jeans in commercials, which is what they’ve been doing for the past 15 years.

  • John

    publicity stunt!

  • Ngumbe

    That’s a real shame, I really thought that the new logo was OK. Maybe it is because the old one is so iconic that people got their knickers in a twist about it all? Never mind, it will be interesting to see how this logo develops, and if GAP will take a cue from DubLi when designing their next logo.

  • Steve H

    “is this a case of mob rule or a cunning plan from the Gap?”

    Doesn’t the quote in the pink box answer this question?

  • Linzella T

    Im glad they kept the old one. I really didnt like the new logo

  • aemciv

    they were seriously going to change all of their marketing materials? Yeah right…

  • It did attract a lot of press, but I don’t think this was a publicity stunt. Indeed, I don’t see how the Laird & Partners would have accepted to be associated with that awful logo for the sole benefit of Gap, had they not believed in their “creation”. It’s most likely just a case of a design firm who did a poor design job, but were excellent at convincing Gap to accept that ugly logo. I, for one, would never ever even think about hiring that firm for any kind of design.

    “As mentioned in a previous post, it’s not unusual for logo re-designs to get hit with a negative reaction. Most people don’t like change…”
    The main problem here was not the change itself, but rather the ugliness of the new logo.

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