Gap Logo Redesign a Stunt? Joke is on Brand


Yesterday when we called Gap’s new logo a “monstrosity” and said it looked as if it cost “$17 from an old Microsoft Word clipart gallery,” we may have been a little off-base about the iconic clothier’s strategy. With new information coming to light, we wish to clarify. It is far, far worse.[more]

When one of our commenters posited that Gap’s grotesque new logo was in fact a “black ops” move to create buzz about the brand in the attempt to get consumer input on a new logo, we laughed because… well, that’s just too insane to believe. But subsequently, on Gap’s Facebook page, the brand posted a response:

“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. 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 crowd sourcing project.”

That’s right. One of the most prominent popular fashion brands is crowdsourcing its new brand logo. So the favorite last-ditch tactic of brands and causes lacking money or new ideas (or both) is apparently the brand strategy for one of the most recognized fashion brands of the last two decades. And the whole logo “redesign” was a meant to drum up media attention so Gap could engage consumers in another PR stunt to redesign its logo? We smell a contest in the near future. Free khakis for life?

The comments on Gap’s Facebook announcement are telling. Clearly, it does not take a brand expert to see that this move is beyond daft and will leave the brand a laughingstock for considerable time to come. In shades of the fake BP PR Twitter feed, the new Gap logo already has its own faux Twitter. An independent Gap logo redesign contest has also sprung up with better suggestions.

Some of the “crowdsourced” input on Gap’s Facebook post so far: