Did anyone notice Gap new logo?
Once again, crowd-power modifies business behavior. Customers like the old Gap logo and they didn’t warm to the new one. Some Mad Men and Women got carried away at the agency. Change for change sake isn’t worth it.
Are you listening Mr. President, change must carry value added with the effort. Otherwise, there is a credibility gap.
“"There may be a time to evolve our logo, but if and when that time comes, we'll handle it in a different way," Hansen said, adding that the project was not the right one to offer up to "crowd sourcing."”
An update has been appended to this story.
NEW YORK (AdAge.com) -- Just four days after confirming its surprise new logo was, in fact, legit, Gap is returning to its old design, Ad Age has learned. The announcement is expected to be made at 4:30 Pacific Time today on the brand's Facebook page.
Marka Hansen, Gap North America president, informed the company's marketing department this afternoon of the change, acknowledging that the switch was a mistake and that the company would be tabling any changes for the foreseeable future.
The logo, created by New York agency Laird & Partners, was intended to be a long-term commitment for the brand with a nod to the future. Ms. Hansen's about-face about the Gap's new logo was foreshadowed by a blog post she wrote for the Huffington Postlast Thursday. "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."
Calls to Laird & Partners were not immediately returned.
Gap representative Louise Callagy also told Ad Age that the logo debacle does not mean that it has ended its relationship with Laird & Partners. "We are still engaged," she said.
Gap had posted a message on its Facebook account last week indicating that it would be pursuing a "crowdsourcing project" in the near term. But people familiar with the Gap's plans said that would not be related to the logo.”