A logo is a seriously big part of corporate communication so why would a brand that is trying to present itself in a more finger-on-the-pulse-light refashion their 20 years + logo that kind-a still works into what could belong to a small technical service company from the 90’s?
¿What’s with the little blue square? This was created on Paint with the free hand they had while eating a sandwich 10 minutes before they had to unveil the new logo.
My guess it’s a publicity stunt and I’m not alone in thinking this as some other people giving their 2 cents on the subject have mentioned and further proof of this is the following excerpt from the company’s Facebook page:
“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”.
It’s all over their choice of words here and the fact that the old logo is still displayed everywhere on the Facebook page. They just wanted free publicity to which I’m contributing now *darn* but hey this is an original way to get it and the product of a) a very clever promotion team or b) a really lame team stumbling to great results for a mistake…mmm…I choose option a.
The graphic design community has made it clear they really really hate this new logo (designed by Laird&Partners) while others are holding judgment until seeing it in the context of the re-branding thing Gap is doing.
But honestly from a Fashion point of view if this were to be legitimate it makes no sense at all when you compare their product/recent advertising with who their costumer is at the moment and who they aim will become their costumer. How do they expect their brand to evolve from this base point? Will it make sense at some point in the future?
Let me know what you think of this by voting on my little poll below!
And check out this page for further evidence of just how clever this move on GAP’s part is…everyone has an opinion and wants to be involved.
Gap logo image via The Cut