Customer outrage prompts new Gap logo re-think
08 October 2010 10:06
Gap Inc. unveiled a new logo on Monday, triggering an unexpected backlash from customers, design firms and the media. Now, the president of Gap North America has said that the company will "engage in dialogue" with customers over what has become a controversial issue.
The new logo uses a greatly different font to the iconic blue and white logo, although the company has kept the blue box in the top right hand corner of the design.
Fans of the brand on Facebook were amongst the first to comment. "Why mess with a classic? Nothing was wrong with the logo," said Facebook user Misty Rose Salant on the company's Facebook page. Erin Taylor added to the hundreds of comments: "The logo was a classic image! The new one just cheapens the brand. I will no longer be walking through the mall and come across that familiar blue square. Now it's a clip art."
Yesterday, the president of Gap North America, Marka Hansen, defended the new logo in her blog for the Huffington Post."I wanted to take this opportunity to explain our thinking behind this decision," she said. "We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward."
Now, given the passionate outpouring from customers that followed, we've decided to engage in the dialogue, take their feedback on board and work together as we move ahead and evolve to the next phase of Gap.
"From this online dialogue, it's clear that Gap still has a close connection to our customers, so tapping into this energy is right. We've posted a message on the Gap Facebook Page that says we plan to ask people to share their designs with us as well. We welcome the participation we've seen so far."
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