New GAP Logo Design Lasts Just Days

By Mash Bonigala

We’ve all seen the retro logos that seem to be en vogue right now. There are even a few notable examples of a company reverting to an older logo design after years or even decades of using an alternate. However, few of these companies return to an old logo after just a few days. That’s how long the latest GAP logo lasted before it was withdrawn due to popular protest.

GAP has used the same logo design for more than two decades, with a dark blue background and the company name written in white, upper case letters with serifs. This logo is a bit serious and businesslike for such a youthful company, but it is classic enough to represent this all American brand. Because the company represents a variety of stores, a versatile logo such as this is a necessity. Because the logo design is so simple and versatile, the recognizable colors and font have been used consistently in the stores and marketing. This has helped to brand the store and build a predictable and well loved image.

The new logo features the name of the store with the familiar blue color, but several elements have been changed. The blue is now enclosed in a small box layered over the last letter of the company’s name. The font has been completely changed, to a sans serif writing in thick black letters. The new logo is friendlier and younger, but perhaps not deserving of this iconic brand.

The logo design was released in a flurry of press releases and marketing messages, but with no avail. The company’s website was inundated with negative reactions to the new logo design. Many fans asked for the company to revert immediately back to the old logo. After just a few days, the company seemed to get the message. The old logo was taken down and the new one was re-positioned in its former position of glory.

Although the new logo kept key elements of the old one, this was not enough for the fan. This just goes to show how strongly customers can feel about the logs of their favorite companies. Because a brand and a logo design are created to communicate with customers, there is no reason not to listen to these customers when it comes to this one element. Sometimes the customer really is right. Social networking and other media such as Facebook and Twitter make it easy to share information with your customer base and get their opinions for almost no cost, so why not?

GAP Inc has stated that they see in retrospect that they should have asked for feedback on such a drastic logo change. However, one unintended benefit may arise. Many GAP customers may feel heard and appreciated by the company while giving the GAP brand and logo more loyalty than ever. One thing is clear: If GAP decides to change their logo at some point in the future (which is likely), they had better ask their large and outspoken customer base first.