After Internet hazing, Gap logo goes away
Update, Tuesday, 7:45 a.m.
It's official. The Internet spoke and Gap listened. The clothing company issued a statement on Facebook: "Ok. We've heard loud and clear that you don't like the new logo. We've learned a lot from the feedback. We only want what's best for the brand and our customers. So instead of crowd sourcing, we're bringing back the Blue Box tonight."
Last week, the company introduced a redesigned logo, changing their iconic blue box with white lettering look to a new design that Ad Age said it looked like "something a child created using a clip-art gallery." Outrage and derision poured out online.
The company at first considered crowd-sourcing design ideas, but said in a press release last night, "We recognize that we missed the opportunity to engage with the online community."
So it is now official: The old box is back to stay.
Told you I'd be back ;)
Update, Friday, 1:30 p.m.
Gap has been offered some help in their logo design thanks to crowd-sourcing site 99 Designs.
Four hundred designers have submitted 1,200 logos already. And, yes, most of them are more impressive than the new 'floating blue box' logo. Have at it, Gap.
Thurday, 5:40 p.m.
This is a story of the short, sweet life of a logo in the harsh, wild world on the Web.
On Monday, Gap -- the clothing company that made khakis hip -- changed its 20-year-old logo from its familiar blue box with white print to a black Helvetica font with a floating blue box in the corner. A day passed with little more than a peep of protest.
And then, the next day, the little logo made some big news.
The Consumerist asked, "Next Tropicana-Style Redesign Flop?"
Ad Age said it looked like "something a child created using a clip-art gallery."
The Urlesque blog offered a series of other logo options, including a flickering color option. "We're not sure how you'll get the flashing part of this logo by John Lander onto a sweatshirt, but you guys can figure that out."
Someone even had the audacity (and the brilliance) to make an automatic logo generator. The site asks, "Why hire an expensive firm to rebrand?"
Yesterday, Gap announced on its Facebook page a slight change of plans. "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."
A Gap spokesman said that the new logo would still appear in holiday advertisements, and the Web site would still proudly sport its new logo, but the company would not roll out any more new-logo branding until after the new year.
He went on to suggest that internally, everyone loved the logo, and though he would not confirm this, the online launch may have been an initial screening of the logo. The company never had plans to redesign all the logos until after Jan. 1.
For Gap, the test case could be a social-media bonanza. The company did save a huge chunk of cash by not investing in new signs, tags, business cards and billboards with a logo nobody loves. And people haven't been speaking about Gap this much since those crazy cats started swing dancing in khakis.
Though Gap has yet to announce how people can submit their designs (and by the looks of some of the complaints on the Facebook page it remains to be seen if anyone will submit a design), @gaplogo offers directions on where to submit:
Please send all new logo designs to: Chief Oyinbolowo Eko, Lagos, Nigera along with a Western Union money order for $8,500.
| October 12, 2010; 9:00 AM ET
Categories: The Daily Catch
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