Last week, Gap abruptly changed their logo. Nobody liked it. The switch from the brand’s classic blue box logo to a lowercase Helvetica font with a blue square in the right hand corner inspired much vitriol across the internet, the twitterverse, and in the comments section on Gap’s Facebook page. Some gems from this site include, “I think [the logo] could be slightly more boring if they really made the effort. They can’t even do boring right anymore,” and “What I think of when I look at that new Gap logo is a pharmaceutical company.”
We weren’t fans either, but tried to understand the change, noting that Gap had been using the font in their 1969 denim campaign for some time.
Gap listened to their angry fans, and late last night, released a statement that they would return to the “iconic blue box logo.”
“Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback. We only want what’s best for the brand and our customers. So instead of crowd sourcing, we’re bringing back the Blue Box tonight,” Gap posted on their Facebook page last night.
A week is pretty quick for Gap to be ditching their new logo. A huge brand like Gap doesn’t make a change to their logo on a whim. Tropicana even waited out the hate for their new logo for about a month before deciding to go back to their original logo a few years ago.
“We’ve learned a lot in this process,” Gap Brand North America president Marka Hansen said in a statement. “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.”
The full release from Gap Brand North America President Hansen:
“Since we rolled out an updated version of our logo last week on our website, we’ve seen an outpouring of comments from customers and the online community in support of the iconic blue box logo.
“Last week, we moved to address the feedback and began exploring how we could tap into all of the passion. Ultimately, we’ve learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we’ve made the decision not to use the new logo on gap.com any further.
“At Gap brand, our customers have always come first. 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.
“In the meantime, the website will go back to our iconic blue box logo and, for Holiday, we’ll turn our blue box red for our seasonal campaign.
“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.
“There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way. “