Customers mind the Gap as rebrand goes wrong
Maybe the logo for Gap did look a little clunky, a little old, a little out-of-touch for these digital days. The branding hasn't changed for over 20 years, so earlier in the week, Gap quietly removed the old logo from their website:
And in it's place, a new shiny überlogo appeared:
Possibly the management thought nobody would care about a silly logo, but apparently everyone did. Consumers on Facebook and Twitter ripped it to shreds, describing the new look as "tacky and tasteless", "absolutely awful", and "like a cow full-on shitting in a vet's face". Only one of those descriptions was made up.
It wasn't a joke or some convoluted viral marketing plan, according to Gap's boss: "We want our customers to take notice of Gap and see what it stands for today. We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward." Unfortunately, the change has pissed off so many people that the sound of furious back-peddling could now be heard emanating from Gap's marketing department:
Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.
Was it some half-arsed PR campaign to generate "social buzz" or some other such bullshit, then? Who can say, but we think Facebook member Erika sums up the situation more effectively than Gap:
Oh, and if you fancy, here's a sneak preview of the new Bitterwallet logo. Cost us a mint:
TOPICS: Social Media