Gap logo ping-pong: Massive PR stunt?


Call me a cynic, but was the Gap logo re-design and then ‘revert to original‘ story a big PR exercise? Let’s face it, Gap doesn’t usually make front page news, and this has got us (or designers at least) talking about the brand. 

I for one was a bit surprised but not outraged at the new logo. To be honest it was a bit meh, nothing really striking there. I know others reacted differently. But the bigger story seems to be their humility in accepting that they went about it the wrong way, didn’t appreciate how much people loved their brand and should have listened to their customer base. It’s flattery of the simplest form. We did a bad thing and now we’re going to listen to you and fix it. Or to quote the company themselves:

“We’ve been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back. So we’ve made the decision to do just that – we will bring it back across all channels.

“We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognise that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing.

“There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.”

I’m sold, just off to buy a Gap hoodie now. 

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