Gap is returning to its old design after less than a week of "GapLogoGate."
Marka Hansen, Gap North America president has now acknowledged that the switch was a mistake and that the company would be tabling any changes for the foreseeable future.
The new logo was dropped on the company's website wihout fanfare, then consumers rose to complain and comment on the change. Some thought it was a publicity stunt, then Gap confirmed that it was legit. Gap then responded by soliciting feedback from consumers, and now they apparently have decided to retreat.
Hansen wrote about the new logo in a blog post for the Huffington Post last Thursday. "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 said. "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."
Here is the full statement from Marka Hansen, president of Gap Brand, North America:
"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 quickly 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."
Source: Advertising Age