All posts in Design

In the US earlier this week, Gap introduced a new logo designed by Laird and Partners. And after receiving a multitude of unfavorable comments, particularly on social media channels such as their Facebook and Twitter pages, Gap’s President Marka Hansen, just four days from the introduction, announced the switch back to the old logo and admitted that the new logo was a mistake.

The logo is that bad that some people think it was a planned publicity stunt. We all remember a similar episode here in Australia when Vegemite unveiled the iSnack 2.0.

There is something courageous to me about this move. For a large multi-national retailer to listen and then publicly announce that they have made a mistake is a beautiful scene. President Marka Hansen also kept the communication going. “Now, given the passionate outpouring from customers that followed, we’ve decided to engage in the dialogue, take their feedback on board and work together as we move ahead and evolve to the next phase of Gap,” said Hansen.

Gap had also announced through their official Facebook account that they will be doing a ‘crowdsourcing project’ and entertaining ideas from fans for their logo design. Perhaps, Gap did not consult their fans enough before they launched their new and controversial logo. However these platforms clearly give us the ability to do exactly what good marketing practice is anyway – listening to our market.

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