New Gap logo mystifies customers

The many negative reactions include 'awkward' and 'very boring.' Now the company is soliciting other ideas.

By TheStreet Staff Oct 8, 2010 10:00AM

Credit: (© Gap)
Caption: New Gap logoBy Kali Geldis, MainStreet

 

A new logo for the Gap (GPS) showed up on the iconic clothing retailer's website Wednesday, prompting a flurry of negative reactions from Facebook and Twitter users.

 

Though the company issued no comment Wednesday to explain the change, some site visitors were quick to label the new logo as "very boring, no imagination" and "awkward." One commentator said, "I made something better on WordArt today."

 

Another message read: "Dear Gap, I have but one query: Did you actually PAY someone to come up with this?" As customers soon discovered, it seems Gap doesn't want to pay for the redesign.

 

By Thursday morning, Gap's Facebook page was updated with this message: "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." Post continues after video:

The comment outraged many professional designers.

"If you seriously intend to pursue a logo change, several firms specializing in this area should have been consulted," said Facebook commenter Jacqueline Turcotte Keefe, a designer from Wisconsin. "Don't insult your company and the design industry by throwing 'whatever' up against a wall and seeing what sticks. This is amature (sic) and so is the new logo."

 

Credit: (© Alan Diaz/AP)
Caption: Sign in Gap storeGap received the Brand of the Year and Retailer of the Year awards from the American Apparel & Footwear Association in May, prompting questions about why the company wanted to change its look in the first place. The old logo (pictured) remains on the company's Facebook and Twitter pages.

 

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