Just call it Weekly Update and power to the people. A follow up to last weeks blog ( 8 October GAP blog ) about a unique logo launch that did not translate from the board room to the world of retail. This example will be studied hard, because in actuality the four day feedback saved a ton of money and a ton of respect from the GAP consumer. Below are links to both Huffington, AdFreak and Advertising Age.
Marka Hansen is President of Gap North America, where she leads all aspects of the business, including Gap, GapKids, babyGap, GapMaternity and gapbody. These are entreies from her blog via Huffington Post
“From this online dialogue, it’s clear that Gap still has a close connection to our customers, so tapping into this energy is right. We’ve posted a message on the Gap Facebook Page that says we plan to ask people to share their designs with us as well. We welcome the participation we’ve seen so far.”
Posted October 11, 2010 | 07:35 PM (EST)
We’ve heard you. And, after much thought, Gap will keep its classic blue box logo.
While last week I mentioned that we’d be tapping into the outpouring of passion from customers for design ideas and feedback, we realized this wasn’t going to work.
Ad Age writes Ad Age link
Gap’s official Facebook account has more than 720,000 fans and has been the main channel through which the company has posted updates and responses to the criticism regarding the new logo. Its @gap Twitter page also has over 35,000 followers, but has thus far remained silent on a number of fake Twitter accounts — @gaplogo, @oldgaplogo and @newgaplogo, among them — that have gained traction in the days following the announcement, with humorous nods to Peter Arnell, the designer and adman responsible for the Tropicana-packaging fiasco.
UPDATE: 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.”
and from AdFreak AdFreak.com link
Having stirred up a giant shitstorm over the past week with a much-hated new logo, Gap is right back where it started—announcing Monday night that it’s ditching the new mark and returning to the old one.