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

[TigerVols]

...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

 

[Brooklyn Bridge]

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

 

[DanOregon]

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

 

[21]

"We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward," she said. "Now, given the passionate outpouring from customers that followed, we've decided to engage in the dialogue, take their feedback on board and work together as we move ahead and evolve to the next phase of Gap."

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

 

[dooley_womack1]

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?

 

[Brian]

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?

 

[Buck]

"We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward," she said. "Now, given the passionate outpouring from customers that followed, we've decided to engage in the dialogue, take their feedback on board and work together as we move ahead and evolve to the next phase of Gap."

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

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

 

[Dick Whitman]

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?

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.

 

[Buck]

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.

 

[Bodie_Broadus]

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

 

[Dick Whitman]

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

Why?

 

[Petrie]

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... :D

 

[Frank_Ridgeway]

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... :D

Their basics are pretty well basic.

 

[Buck]

I'm wearing pants from the Gap right now.

 

[heyabbott]

Sterling Cooper Draper Price on line 2 for Gap

 

[DanOregon]

The most brilliant marketing thing The Gap ever did was advertise in the power alleys at baseball parks. Some of their TV advertising is pretty catchy as well.

 

[Buck]

The most brilliant marketing thing The Gap ever did was advertise in the power alleys at baseball parks. Some of their TV advertising is pretty catchy as well.

They were very successful with their brand and image. the logo was a piece of it, but a minor piece.

 

[Baron Scicluna]

And why the hell change the Gap logo in the first place?

Because some people needed to do something to justify their salaries. Maybe they came from the newspaper industry.

 

[Buck]

There's a really weird customer/stakeholder phenomenon with logos.
I see and hear every day: We need a logo. They think it's the foundation piece instead of the bunting.
It's not always the marketing people who are obsessed with logo changes and updates. At least in my experience, we're the ones usually shaking our heads, throwing up our hands and saying 'OK, if that's what you insist.'

 

[TheSportsPredictor]

And it has cost someone her job:

http://news.yahoo.com/s/nm/20110201/bs_nm/us_gap