Gap has found itself in the middle of social media storm recently after unveiling its new logo to what seems to be universal hatred and condemnation… well, if Facebook and Twitter comments are anything to go by.
According to Marka Hansen, President of Gap North America the design was chosen as “it’s more contemporary and current” whilst honoring the brand’s heritage. Admittedly the logo is not the most ground-breaking redesign ever, but personally I don’t think it’s the worst either. What’s funny about the whole thing is how everyone seemingly has an opinion and is only too willing to put their two cents in when it comes to logo designs.
Take London’s 2012 logo for example… It was crucified when first launched, but I’ve got to admit, those sharp edged numbers have grown on me. More recently, Tropicana and itunes 10’s logos have been absolutely slated. To be fair they are both a little on the rubbish side (there’s my two cents!), but perhaps it’s more a case of un-familiarity breeds contempt and it’s just a matter of time before they start to grow on us.
Until that happens and public opinion becomes more positive toward Gap’s new logo, what’s really interesting is the way in which it has responded to the criticism. Far from taking a defensive stance, Gap has redeemed itself in some peoples’ eyes by making a joke out of how hated its new logo is. In recent interviews, Gap has commented that it is as hated as ‘Satan, world hunger and the new Digg V4’ and the public view it as ‘the worst thing since polio’.
Whilst this may not have been the ideal response to a rebrand, in not taking itself too seriously, Gap has at least helped to diffuse the situation. It can also be safe in the knowledge that there are people out there that actually care, which says more about the brand than any logo possibly could!