Tuesday, October 12, 2010

Gap new logo - weak insights, social media buzz experiement or what?


It was interesting to read in Resume and Adweek about the launch and reactions to the new logo from Gap.   After an outbreak of comments from people who hate the (supposedly) new logo, Gap has now changed direction. The story is that they listen to consumers concerns and reactions to the logo change and, instead of simply changing to the new logo, they now want to offer designers all over the world the opportunity to contribute to new logo versions. The idea is to see if any of those new versions will be a better option than the beauty you see above.
Hmmm, is this really a true story? I simply cannot believe it when I look at the 'new' logo that Gap has unveiled. How on earth can anyone view that logo to be something for Gap? From my perspective - harsh reactions... I think any manager that took such a decision should be fired on the spot... Why? Well, the new version does not carry any resemblance to the old logo and none of the current equity is present in the new logo. Why would a brand with such a strong brand recognition and brand equity throw all that in the bin? If they do any consumer or shopper insight work they would now that their current logo carries a lot of power that cannot simply be thrown away. They must be smarter than that - I hope.

So, I opt for the social media experiment. And it sure has been an interesting week for Gap. I don't think that Gap has had this much free buzz for a very long time. And this might be part of a strategy to get Gap more social media savvy. I can't wait to here more about this one.

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