Gap Discards New Logo
Gap, the US clothes retailer has scrapped a new logo just one week after it was introduced following an online outcry. The original logo in use for twenty years since the company was started was recently replaced by a new logo.
Cheap, tacky, ordinary and dull are some of the words used in comments by customers to describe the new, him and but now discarded logo. After less than one week after introduction it has been discovered this guarded.
The new logo had “GAP” written in black against a white background with a small square behind the top of the letter “P”. The original logo was a blue background with “GAP” written in white inside. The font had also changed from Serif to Helvetica.
Over 2000 comments were posted on the company’s Facebook page before Gap action.
Marka Hansen president of Gap in North America said in a statement released on the website that the company’s customers always came first. “We’ve been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back. So we’ve made the decision to do just that, we will bring it back across all channels.”
She added that it was clear the retailer “did not go about this in the right way” and “missed the opportunity to engage with the online community”. “There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way,” she said.
Only a few days earlier Marka Hansen, when unveiling the new design, said it was more contemporary and current, honouring the “heritage through the blue box while still taking it forward”.
Gap are not the first company to change their logo for the better. BP unveiled a new logo in 2000 to present a new greener image but were accused by environmentalists of spending more money on the logo than on renewable energy.
Last year fruit juice firm Tropicana changed its famous orange and straw logo in favour of a glass. Following complaints and criticism from customers it went back to the original.
