Gap on New Logo: Never Mind
A poll of RetailWire readers last week found that
54 percent thought Gap Inc. made a mistake when it decided to dump its old
logo in favor of a new one. As it turns out, Gap management came to the same
conclusion and is going back to the original.
The retailer came under intense
criticism after the new logo was unveiled last week and announced
that it might make changes after going the crowdsourcing route. That too, the
chain decided, was a mistake.
"We’ve learned a lot in this process. And we are clear that we
did not go about this in the right way. We recognize that we missed the opportunity
to engage with the online community. This wasn’t the right project at the
right time for crowd sourcing," said Marka Hansen, president of Gap North
America, in a statement. "There may be a time to evolve our logo, but if
and when that time comes, we’ll handle it in a different way."
management has come under criticism for how it handled the new logo launch
and its subsequent decision to go back to the original.
"Management, in my humble opinion, should not have tapped instantly into
the world of social networking to gather feedback on the logo alteration before
it was out there for a few months. I think management should have been management,
meaning launch the new logo, put it on the shopping bags, in store, online signage,
and on the airwaves," wrote Brian Sozzi, an analyst with Wall Street Strategies,
in a research note. "By the end of the holiday season I fancy many consumers would have reacted positively to the new Gap, maybe perhaps
forgetting what the old logo was altogether. It’s nice to have social media
to accumulate intelligence, but if management would have put the revised logo
out there, executed upon the delivery to consumers, I think the outcome would
have been much different."
Discussion Question: What lessons are there to be learned about managing brands
in the era of social media based on the Gap experience?