Attention Gap

2010.10.11

Just last week, Gap Inc. launched their new logo. Everybody knows how that turned out. In case you missed it, here’s the quick summary: Massive public and professional criticism prompted Gap Inc. to kick off a crowd-sourcing experiment to see “other ideas” for their logo. Then, amid even more professional outcry about the ethical implications of crowd-sourcing, the company reversed direction completely, and went back to their old logo, all within the span of one week.

Was this a completely bungled re-branding, or deft sleight-of-hand to try and pull a “New Coke” of the 21st century? I’m not sure it’s either. But i wouldn’t be surprised one bit if they don’t end up somewhere in this area in early 2011:

Strategically, this solution seems to be the one that says, “We’re listening,” to both their customers and their shareholders. It satisfies those who appreciated the brand equity of the old blue square, while pleasing many who like progress… or Helvetica. It also satisfies Gap Inc’s shareholders who likely would not be very pleased that the struggling company had just blown a sizeable chunk of change on a “re-brand” that they’re tossing out the window before even fully implementing it. Salvage the typography and bring back the blue square. Win-win. Furthermore, everything from labels to storefronts can be evolved in a much less intrusive manner.