What's New

More In
Life & Money

New Gap Logo Short-Lived, Classic Image Prevails

Libby Kane
Libby Kane
Posted on October 12, 2010

The Gap's New Logo Was A Flop.

The customer is always right—right? It’s easy to feel like our favorite companies, brands, and services are ignoring our wishes (see every Facebook change petition ever), but every once in a while the consumer is heard. First there was the Sun Chips bag, and now it’s the Gap logo.

One Step Forward, Two Steps Back

Along with musings on the recession, foreclosures, and progress towards space travel, the news has been buzzing with the fact that Gap changed its iconic white-on-navy logo to a fresher, more modern black-on-white-with-a-hint-of-blue version. Turns out, everyone hated it. And we say hated, past tense, because after only one week with their new logo, Gap has reverted back to the classic design.

Customers Spoke, Gap Listened

Bloomberg reports that over 1,000 Facebook comments against the new design drew the company’s attention to the consumer’s unhappiness. After six straight months of declining sales, the new logo had been designed to appeal to “Millenials” (consumers in their 20s and early 30s) but missed the mark. And while they can’t be faulted for some marketing miscalculations, Gap should surely be commended for sending a message that’s both classic and contemporary: loyalty to its customers.

Tell us in the comments: Did Gap make the right move in switching back to the old logo, or should they have pressed onward with the modern version?

—

Image Credit: Styleite

Posted in: ,
  • Weirdoe

    that new logo is beyond ugly and feels very techy

    • Juno

      techy?

  • Samson

    Give me the money and i’ll give them a new logo

  • KrystalBallsy

    One Step Forward, Two Steps GAP

    • Magdalicious

      @KrystalBallsynSighhh you are my new favorite @Learnvest commenter

  • UpintheOaks

    They did the right thing changing it back – the new logo is truly hideous. The box blends into the “p” making it unreadable, and the typeface of the word “Gap” makes it just that – simply a word typed out. No style, no class. “G” can be such a beautiful letter, but this one is clunky and doesn’t match the other letters. There is nothing wrong with the old logo, they can use it for 100 years.

  • Duchess

    The logo is simple, classic, and recognizable. If GAP is trying to attract a new customer change your advertising and look-not the logo. Duh! I LOVE what the gap represents for my family and me. Quality, timeless, hip, and affordabilty. You want a commmercial, call me.

    • Livinsmall

      Do you work for the Gap??

  • Juno

    Hello New Coke!

  • Guest

    crotch.

  • wyp1378

    Recovery of 2011 bright, bright color, whether in clothing or [url=http://www.burberrysaleonlineok.net]Burberry sale online[/url] bags are designed to reflect [url=http://www.burberrysaleonlineok.net]Burberry sale[/url]. Bold bright color contrast, color crazy hit, with simple design, with  [url=http://www.burberrysaleonlineok.net]Burberry online[/url] expanded areas of color, as you might think, thinking about how [url=http://www.burberrysaleonlineok.net]Burberry sunglasses[/url] color can be hit, even red with green, yellow with purple too pleasing to the eye.