During the lunch break, co-workers often talk about latest trends in tech, fashion and design world. Today, someone brought up the logo design topic (well, we’re all designers, no surprise). Then, we had this following interesting conversation.
a: “What’s that? …..OMG, this is pretty cool!”
“The casualwear chain will keep its decades-old white-on-navy blue logo after all. The move comes just one week after the company swapped it online for a new logo without saying a word. The new logo irritated fans, spurring them to complain about it online.” (NEW YORK (AP) – Gap is back to blue.) Read more…
Although I still don’t understand why Gap picked that new logo and offered it up to “crowd sourcing” to help announcing a change, it did bring a lot of buzz and somehow increased their brand awareness. People like the old logo – everyone is talking about the crap “blue box”. Gap fans used social media Twitter, Facebook and blogs to complain about the change.
The corporate gets hundreds and thousands attention (negative) from the public. So many may see this as a threat, I see it as an opportunity; I even doubt if it is just another Gap’s PR strategy. On the other hand, how Gap handled this logo change project will definitely be an alert for other companies which consider changing their brand identity.
Brand identity is a key and an intangible asset to company which must reflect the soul, vision as well as the quality of the brand. We should always look for fans’ feedback and pay more attention to what the target audiences think. Audiences’ needs and satisfactions need to be concerned before taking any actions. Crow sourcing is always helpful for voting or creating a new logo….but again, not for announcing the word for the company itself.