RIP...The GAP's craptacular new logo...

...it's dead, after causing more Internet consternation than the failed OJ logo last year...

http://creativity-online.com/news/gap-to-scrap-new-logo-return-to-old-design/146420

 

That died a faster death than the new Tropicana OJ containers.

 

Weird logo. It looks like it's more appropriate for a tech company.

 

What happens to marketing people that makes them speak like this?

 

If the Net had been around in the 1980s, New Coke would have been derailed before it hit stores. And why the hell change the Gap logo in the first place?

 

Wait, people still wear clothes from The Gap? Did I just step back in time to 1997? Is B.U.M. Equipment back in style , too?

 

This is how we talk to each other over drinks after work.

 

They actually make pretty nice stuff. One of the few "mall stores" that grown-ups can frequent. I wouldn't put them in the flavor-of-the-month club at all.

 

Changing logos can be very dicey. Many people in the field place too much emphasis on the logo in the branding equation.
Worse, too many stakeholders place too much emphasis on the logo in branding.

Of course, I never really thought of the Gap's logo as being that iconic. It seems like a great example of clear brand image without any real reliance on a logo. If I had been working on this I would have been shocked by any splashback on the logo change.

 

I am proud to say I have never been in a Gap store.

 

Why?

 

Bodie's never been there because it's not exactly his cup o' tea in terms of attire. Why he's proud to say it? Who knows with that one...