I think what I'm most surprised by is the reasoning behind rebranding such a strong logo. The blue block logo, which has been Gap's identity for over 20 years, is iconic. And, as far as I know, neither the media nor the consumer has ever had an issue with the logo being tired or needing a fresh overhaul. In fact, the brand loyalists wasted no time sharing their feelings of betrayal with Gap via social media. "Betrayal" sounds like a harsh sentiment, but if you've read the thousands of comments in response to the logo unveiling, you'd know that's a fairly tame descriptor.
In response to the backlash from consumers, Gap's president Marka Hansen posted a blog in The Huffington Post, stating, "We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward." She followed this with an invitation for readers to submit their own designs for the company to consider in their re-evaluation of the brand.
And only days later, the company reverted back to the blue block image from two decades prior with a Facebook status reading, "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."
Personally, I am with the masses in my feelings on the new logo. But then, no one ever likes a new logo. Change isn't easy for brand loyalists - even when it doesn't directly affect the product. What I want to know is why Gap didn't expect the negative response, and more importantly, why they didn't stay the course. If they really believed they were taking the brand forward, then they never should have changed the logo back.
Though I must say... I'm glad they did, even if it was for Whiner Nation. What do you think?
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