GAP Logo Change

http://www.theatlantic.com/technology/archive/2010/10/gap-logo-fiasco-spawns-twitter-parody-accounts/64326

The GAP clothing company changed its online logo this month (October) and the result was much discontent from GAP fans and customers. The company made the unannounced change from their classic blue box with white lettering to a black font and small blue box on a white background. The online logo change caused an online outcry from fans. GAP had experienced a 4 percent decrease in sales, which may have been a reason for their logo change. The logo was going for a more modern look but did not deliver the desired results. It seems that the decline in sales would further with the implementation of the new disliked logo, not to mention the cost to replace all the signage, bags, clothing labels etc. of stores all around the country. The new logo has a simplistic and corporate design feel to it but seems not nearly as effective as the old logo. This shows the importance of brand identity and how long it takes a brand to build up its image. The logo change was a very drastic one and the logos look nothing alike. Perhaps this was part of the problem the GAP made with evolving their logo. There would be no brand recognition with this logo as it appears like a logo for an entirely different company. The old logo is highly recognizable, and many would not recognize the new logo as being for the same company. The company must realize that logo changes are a progressive process and changes to any logo should be minimal and subtle. Many companies like Pepsi and Coke have changed their logos overtime, but the changes have been subtle and more of an evolution than a complete identity change like GAP attempted to do. This whole fiasco has generated more publicity for the company however, getting the company?s name in the media, news, and social media. The fact that the logo change was just an online change means the company did not lose money trying to reinvent themselves and did not have to invest in sign and bag changes. This may actually be a positive thing for the GAP overall if the added publicity ends up generating more purchase for the GAP.