Everything started on a a misty morning, October 4th. Innocent customers turned on their computer, looked quickly at their feeds on Facebook and liked one or two status and links on their friends' profile. Happy and dull, as always on the Wold Wide Web. But they didn't know what was waiting for them.
A heart failure, a panic attack, a wave of insults (and a dumb look while insulting a inanimate object). When they turned to www.gap.com.
Gap's creative team launched their new logo on their website on October 4th. Farewell to the oldschool navy blue logo with its typing-machine font. The blue became white, the white blue, the font round, and a weird blue square appeared on the top right. With this short introduction: here is our new awesome logo, and it will be everywhere, all the time, in our new campaign next month. Get used to it, kids (or something like that).
No surprise that soon after, more than a thousand people left comments on Gap's Facebook page, a majority of them disparaging. Two days after, the new boring corporate bank-looking logo disappeared, and Mrs Gap USA (let's call her Marka Hansen, not because it's a funny name, but because it's actually her name) sent a cry for help to Gap's customers, to come up with better design ideas.
And why not LEAVING GAP'S LOGO ALONE?
Ok, Gap lost 1% on his sales last year, comparing to Banana Republic and Old Navy, its little sisters.
But Gap has an old-school image. Like Levis. You pay a hundred bucks for a pair of jeans, sometimes more for a jacket. Would you like to see Levis jeans with a new pink or yellow label sewed on the back pocket? No, because Levis has the same products forever. And their denim is the same because it is good, and is good because it is the same.
Mrs Gap, focus on new wave commercials. Hire one or two IT girls to wear Gap trousers, smile a bit, and shake their booty right in the camera. Put some cool punchy new song also.
But leave the logo alone!
Source: http://adage.com/article?article_id=146417 ; http://finance.yahoo.com/family-home/article/110957/gap-changes-logo-why?mod=family-kids_parents