The logo and the brand are essential items to successful marketing, together they create the image of the companies around the globe.
It is a constant struggle with hopes of having the instant recognition of a Nike, Apple or NBC. The logo is a part of pop culture.
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So, how does a company disrupt their loyal relationship with the consumer – alter an aspect of the brand that they are comfortable with or that they trust. The Gap did that, and in this world of the world wide web the reviews are intant and facebook and twitter (@gaplogo) pages cry for the old square back.
Louise Callagy, a Gap spokeswoman, told Ad Age that the brand is changing and the company wanted a new logo to reflect that. “For the last two years we’ve been working on evolving the brand identity for Gap,” she said. “[The new logo] is more contemporary and current and honors the heritage of the Gap brand with the blue box but takes it forward.”
Ms. Callagy said the retailer has been surprised by the response to the new logo, which was received well internally. The retailer has also been tracking the parody accounts @gaplogo and @oldgaplogo. For now, it doesn’t have plans to respond to the accounts.
“It’s impressive, the passionate outpouring from customers,” Ms. Callagy said. “Given this response, we decided to open it up. We’ll explain more specifics in the next few days.”
Gap posted a message on its Facebook page last night saying that in light of the response to its new logo it will be conducting a “crowdsourcing project.”
“Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing,” The Facebook post reads. “We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to … see other ideas. Stay tuned for details in the next few days on this crowdsourcing project.” (AdAge)
AdFreak took a nice snapshot on alterations to 30 different logos. AdFreak.com link
Gap has been getting loads of grief for its new logo, seen above—and now claims to want ideas from the public, too. We figured it was a good time to look back at some other logo redesigns—some recent, some not so recent. Check out our gallery of 30 logo transformations after the jump. Which do you like? Which do you despise?
Here are a few from AdFreak.com
With Mad Men’s popularity, pieces of the ad game are part of prime time, there is a greater understanding of the intense relationship between agency and client. Millions of dollars at stake.
Is the publicity good or bad for GAP? Will they win or lose from this event? Will it hurt or invigorate brand loyalty? Time will tell. But one thing is for sure – The GAP has a loyal and vocal following of their image, and that is something every company desires.