The Gap posted a new logo on its website this week, much to the dismay of pretty much everyone on the Internet The logo isn’t that much worse than the old logo, but it is pretty bad. What’s worse is the backlash, which has all but taken over sites like Facebook and Twitter. There’s even an @gaplogo Twitter feed. Late last night The Gap finally commented on the situation on their own Facebook page.
They’re glad the logo “created a lot of buzz” and are, “thrilled to see passionate debates unfolding.” Which kind of makes sense. This is probably the most attention The Gap has gotten since 1993 when Clinton-era Prosperity somehow convinced everyone to dress like it was the ’50s. That said, as far as I can tell, none of the buzz has been positive, and the debates tend to be in the vein of “It’s a really shitty logo vs. who cares?” The Gap, of course, understands this. That’s why they’re asking fans to design their own logos to create more buzz, and help them go back on their horrible logo choice. “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.”
My question is: Do people who shop at the Gap really care about the logo? The Gap’s whole schtick is simple and boring, and their new logo is actually fairly representative of their brand. Dudes like my dad will continue to buy socks and underwear there no matter what the logo looks like, and all the complaining design snobs are probably wearing clothes from obscure Euro companies anyway. Also, Gap is all good. In the last two weeks they nabbed the kind of publicity that money almost certainly cannot buy.