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New Gap Logo Deserves Applause
I’m strugging to understand why everyone is making such a big deal about the new Gap logo. Sure, it looks like someone without any creativity designed it, but let’s be real – so did the original logo. So why, then, is everyone all up in arms about this?
A few people DM’d me on Twitter asking me my thoughts and during the weekend I read what other bloggers and journalists have to say about it. I think what it comes down to is that most people think a logo is design, just like the iPad and the iPhone are design. I disagree. Sure, a logo is design. And sure the iPad and the iPhone are design, but in different definitions of the word.
If you’re a reader of this blog, you know I’m a huge fan of Harvard Business Review. But their bloggers got it totally wrong. Umair Haque makes it sound like, because he doesn’t like the look of it, he thinks it looks like it was designed by “bean counters,” and he is confusing logo design with technology design, that Gap will lose customers and new customers won’t consider them as a shopping venue any longer. Give me a break.
What I love about the entire thing is they crowdsourced the design of the new logo…with professional designers. In a world of constantly changing technology and companies trying to understand the shift in communication with their customers instead of at their customers, Gap is going out on a limb by asking their community of brand ambassadors to participate in the new design. Why are we cruxifying them for that? We should be applauding their effort and ability to take a risk. It’s something we all talk about all day long – take a risk, see what works, be a leader in your industry. And then, as soon as someone takes our counsel, we shame them for it?
I still don’t see what the big deal is and I applaud Gap for going out on a limb and taking a risk – something most, if not all, of their competitors would never do. And as communication professionals, we’ll all sit behind closed doors and complain that no one listens to us when their competitors won’t take the same risks. We can’t talk out of both sides of our mouths – either we want our clients or companies to embrace new technologies and ideas or we don’t.
Update: Oct. 11, 2010 at 6:55 p.m. CT. According to Gap, “We’re listening to our customers. We’ve heard loud and clear an outpouring of support for our iconic blue box logo.” And that’s it, folks. They’re going back to their old logo. Unbelievable.
The social conversation is happeningn here http://bit.ly/9vw2Nh Nice one Gini
http://tinyurl.com/27394oo via thebrandbuilder & http://tinyurl.com/232dmcj via ginidietrich have a different perspective on the Gap logo.
Interesting post and great convo happening about @Gaplogo right now on SpinSucks :: http://bit.ly/9vw2Nh via ginidietrich
I'm so glad to see that I'm not the only one who appreciated that the Gap took a big risk in unveiling a new logo. You're right, while we applaud companies that take risks in theory, when one actually takes a big risk, everyone is jeering at their attempt. And yes, I wish they would have stuck with it.
http://lebanexican.wordpress.com/2010/10/20/why-gap-should-have-stayed-with-the-new-logo/
Thanks Gini for this great article. With all this conversation about the Gap, they did one thing perfectly: getting people to talk about them again. This was a clever PR tactic. It pretty much sums up this definition. They considered public opinion and they've earned/kept their understanding and acceptance by reverting to their old logo.
Public relations is a management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans, executes and evaluates a program of action to earn public understanding and acceptance.
jnguyen21 I'd be willing to bet the PR they got was accidental, though you're right about it working!
ginidietrich jnguyen21 Funny Gini, I just noticed that Belk (a Southern department store chain) just revamped their logo, tagline but I have NOT seen any chatter about it either. FWIW.
All this passionate conversation over a logo. I think this helps illustrate that customers do "own" brands.
Like what myleftone said, if it was an outreach to customers that's awesome. I honestly wonder if you could ever have too much customer involvement/outreach in the sense of empowering them with a reasonable sense of ownership. Customers eat up every opportunity to have their voices heard and from the sound of it, this was a great campaign to do so.
As far as sales go related to the new logo, I think you're right Gini: it's not going to have the dramatic impact, if any, that many people are calling for.
But I'll be perfectly honest: Personally, I feel like the logo was a significant downgrade aesthetically. It looks like it was made on Word '97. But a logo doesn't make a brand, and Gap isn't going anywhere.
JMattHicks myleftone I disagree a logo can very much make a brand. Buying decision are based on how things make us feel. A logo can evoke feelings and emotions.
FashionistaChik myleftone Not to be "that guy," but I disagree.
The branding and marketing makes the logo more than the logo alone makes the brand. Logos evoke emotions/feelings more because of branding/marketing than simply colors of font simplicity. I'll agree, first impressions are often just the logo, but I'd be willing to say that with an established brand like the Gap or a brand-new product, the emotion/feeling is already established or will be from the get-go with a brand new company via branding.
JMattHicks myleftone I can appreciate your position but I believe its situations specific. May I ask, what feeling, emotions or inference do you draw from my logo?
I believe the uproar is more about brand recognition than changing technology. The Gap brand represents function, quality and "Classic" American image. Yes, the current trends are growth, technology and innovation. But there is something about feeling safe and familiar. As a part of generation X, I truly appreciate growth and change. Yet, I am also concerned about the ideas that what is old and familiar is no longer useful. #imjustayin
If the new logo was part of a campaign to reach new customers, great. Eventually, any brand gets tired and should be refreshed. At the most detailed level, this means an overhaul of the service and product offerings. For most businesses, it means new messaging. At the lowest level, change the logo. Then buckle to those who complain. I'm guessing the loudest complainers don't shop at the Gap and will continue not to. And the brand has lost a chance to reach a new audience. Fail all around.
This hoopla over the Gap's logo has the same stink as the Motrin Mom's insanity. A bunch of people, who likely are not even customers of the brand, getting worked up into a lather about something so trivial that the general public didn't even know it was going on. But, because they are on Twitter and tweeting up a storm about it the brand freaks out and overreacts.
Take a look at Diane Hessan's, CEO of Communispace, first bullet point in her post about "Transformations in Next Generation Research." http://blog.communispace.com/index.php/2010/03/23/transformations-in-next-generation-research
Seems to me that brand managers need to start taking lessons from major league baseball general managers like Theo Epstein. Don't be tone deaf to public opinion but don't be whipsawed by it either. In the end, your fans/customers will be happy if you produce a great product or service.
MikeLangford Couldn't agree more, Mike. Seems to me that a lot of what social media is now doing is turning platforms into social MEdia - what can "I" do to feel important? Meh.
While I preferred the original version, I was surprised to see the outpouring of what was essentially "hate" by a lot of folks who should know better.
(I'm not talking about Umair - he's just someone who likes to hear himself talk).
So you don't like it - fine, tweet that and be done with it. Unless you're a brand strategist or creative designer, then all you have is an opinion of your personal preference.
Sadly, social media seems to have given a lot of people a feeling of their own self-importance. Oh well...
DannyBrown Hello DannyBrown. I enjoyed the fact that conversation took place after the post. Still is in fact. You encouraged me when I started online with twitter, and this article from Gini did the same. See you later in the stream. Billy
Billy Always the sign of a great blog, Billy, the ability to keep the discussion going. And ginidietrich and the Spin Sucks crew are masters of it. :)
Cheers sir, see you soon :)
What? They went back?
Those flip-floppers!
TMNinja I just heard that, too. At least the part of our hearts that cling to familiarity will be happy.
Oh for heaven's sake! patrickreyes just sent me this link - http://adage.com/article?article_id=146417. Apparently in 30 minutes, Gap is going to announce they're going back to their old logo. Now I'm with bricefaubel. Just stick with your stinking decision!
ginidietrich patrickreyes bricefaubel. I know!!! Who is advising this poor company?! A bunch of egg on their face and for no reason.
If you ask me, people get too hung up on logos. Yes they have relevance to a brand but at the end of the day, it's the product (and often times the customer experience) you buy versus the logo.
I equate this to the uniform changes Michigan State has gone through over the past few years. At the end of the day, if the product on the field equates to winning, then people will continue to buy the product.
Given that, I still think brands do need to take a look at their logos to see if they are relevant and then change as necessary. Yes there will be some purists who think logos should never change but at the end of the day, are they "changing" or just "evolving"?
patrickreyes PR! You must be settled into your new job to be commenting on the blog again! YAY! But, I'm disturbed. Why are you even paying attention to what they football players are wearing?
ginidietrich I am definitely settled and eager to get back into providing commentary to your blog! It's been waaaaayyyy too long!
To answer your question...when your team hasn't given you much to pay attention to on the field for a while the multiple uniform changes begin to be the focus.
patrickreyes HAHAHA! I'm glad I didn't have to say it! But BOTH the Lions and MSU won this weekend. You must be on cloud nine. I should ask for something.
ginidietrich I just sent you something. Gap is rethinking the logo change!
While I really don't care for the new logo, I really do not think it will harm their business. In the early stages it may improve their business since it may bring back lost customers to take another look or bring in new customers for the same reason, you know just to see what all the fuss is about.
Ultimately I a logo isn't going to make or break the business. If people love GAP jeans with the old logo they are going to love GAP jeans with the new logo. Now on the other hand, if they put that new logo on say hoodies, people may not be so inclined to purchase one from a style point of view. But, if the quality of the product and customer service remains the same or improves the logo what matter a bit down the road.
Their logo design will not affect how their website functions, so their online business wont take a hit, the new logo on the outside of the building wont change the clothes on the rack, so the Gap will go on. I can't say I agree with the comment below that the brand is now cheapened. If you won't shop their because the big, blue square is now a smaller blue square, perhaps you the brand was loosing its appeal to you before the change.
And, Gini, I agree that in this ever changing economy and world of technology and business risk need to be taken, those who stick their feet in the cement and don't look forward will be left behind. Experiments don't always work, but you can't be afraid to try!
sydcon_mktg I agree 1,000 percent about the brand not being cheapened or people not wanting to shop there because the logo has changed. But do you think RachaelSmith is right and the clothes with the old logo will now be on sale?!?
ginidietrich RachaelSmith Well I was just coming here to say, possibly... especially on athletic apparel (hoodies, etc) but never mind, if they are reverting back, not happening! Geez! Stick to your guns!
This is what a blog is supposed to do: get the conversation started. That is what I wanted to see, someone who got the dang thing going!
So much typing over nothing. If this happened five years ago, without the social web, the vast majority of these conversations wouldn't be taking place.
BobReed I seriously wasn't going to blog about it and then I thought, "Why the heck is everyone making such a big deal?" So I took an opposing view. And Billy is right - the conversation is going!
ginidietrich Billy I agree, and the reason it's going is because the means to converse is established as is the pull to participate and be relevant.
BobReed ginidietrich Waited a week and too many boring blogs about "what" so that I could see this. Makes me believe that social media does exist. Gini thanks a million. I am a fan.
BobReed ginidietrich PUll beats push everytime! This is what I signed up for. Newbee, but I am already tired of all the lists of things that will make me an uber something or other. Lets talk!!!
Billy You mean you don't think you can be an uber-blogger if you read a list of things that tell you what to do? Hrmph. :)
ginidietrich I intend to be an uber-blogger. But there is 10 of this and 5 of that and the lists keep coming without let up. I understand that there will be fundamental content these lists will have; and I know that I will want to have them. The problem is not enough conversation and too much of these lists, many broadcast automatically several times during the day so as to "catch" as many eyes as possible, fill the twitter count up.... and so on. Today I actually caught a conversation that you instigated: worth the wait (don't go into Gap stores period).
I follow the gist of things: reading Problogger, Copyblogger and several other bloggers. So yes I look and learn from the lists. But I am still here for the conversation and to discover a market and enjoy the social exchange.
Thanks for replying and talking. I always look for your posts
I'm not in the media business so maybe my comments won't be heard...I'm just the President of several very successful companies. I've never bought anything because of a wonderful logo...nor have I ever not bought something because of a bad logo...as a matter of fact, as a consumer I seldom ever look at logos. What is important to any company is the quality of the product and passion of the employees to serve me as a consumer. If the Gap improves their quality and salespeople, they will be successful...if not, they will continue to slide. The ugly logo will ultimately not make much difference one way or the other. We spend too much time on logos and not enough time on quality and service.
BlairMInton EXACTLY!!
I'm just hoping there's going to be a big sale on all the clothes with the old label.
RachaelSmith HAHAHAHAHA! I hope so, too!
I think the logo was brilliant if it was all supported by the marketing scheme that people love to 'hate' and they would get great publicity for their crowdsourcing logo if the first logo sucked. Otherwise, the logo just sucked.
I like posts about design and I also appreciate risk. Really though I'm hoping new logo is a phase in their experimentation of brand identity. It's just not very appealing and seems more like a font than a logo. That being said - I still like their jeans.
ErinBrumleve See! This is why I love you...my point, exactly! You're still going to shop there, no matter what you think of their logo. Hoogly moogly.
I think I'm leaning with 3HatsComm. To your point, they are taking a risk, changing it up, and going for it. But what is that something they are going for? They do have people talking about Gap so I give them credit for creating buzz about their brand!
J_a_i_m_e_y And it got you to comment on MY blog!
I completely and total disagree... The new logo is horrendous and is a horrible move. It takes a great brand and makes it cheap. Just because the original logo was very simplistic, doesn't mean it wasn't "creatively designed." Think of Pepsi and Coke, both designs that are very simplistic, yet incredibly effective. In fact we could move on to Best Buy, Target, Walmart and on and on.
Getting attention is one thing, but cheapening your brand because of it is another.
I do not applaud the Gap for going out on a limb. They changed their logo, it looks horrible and they will change it very soon I can assure you.
Applauding risk? Is this Top Chef? Their execution was poor and was a mistake.
You shouldn't be applauded for taking a risk, you should be applauded for execution whether it was a risk or not.
At the end of the day it is about results, not about group hugs...
Nick You're entitled to disagree with me. I just think we're placing way too much emphasis on whether or not a logo drives business. I don't think it does and I think it's pretty freaking cool that a huge, global company is embracing change, from a customer engagement perspective.
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[...] New Gap Logo Deserves Applause | Spin Sucks: I’m strugging to understand why everyone is making such a big deal about the new Gap logo. Sure, it looks like someone without any creativity designed it, but let’s be real – so did the original logo. So why, then, is everyone all up in arms about this? A few people DM’d me on Twitter … – Readmore [...]
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[...] New Gap Logo Deserves Applause | Spin Sucks: I’m strugging to understand why everyone is making such a big deal about the new Gap logo. Sure, it looks like someone without any creativity designed it, but let’s be real – so did the original logo. So why, then, is everyone all up in arms about this? A few people DM’d me on Twitter … – Complete Article [...]
[...] New Gap Logo Deserves Applause | Spin Sucks: I’m strugging to understand why everyone is making such a big deal about the new Gap logo. Sure, it looks like someone without any creativity designed it, but let’s be real – so did the original logo. So why, then, is everyone all up in arms about this? A few people DM’d me on Twitter … – Readmore [...]
[...] New Gap Logo Deserves Applause | Spin Sucks: I’m strugging to understand why everyone is making such a big deal about the new Gap logo. Sure, it looks like someone without any creativity designed it, but let’s be real – so did the original logo. So why, then, is everyone all up in arms about this? A few people DM’d me on Twitter … – Complete Article [...]
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