Some call it the worst re-branding strategy since the New Coke, others wonder if it isn’t part of a giant hoax meant to divert attention to the company. One thing’s for sure: Gap’s new logo leaves no one indifferent.

Among the supreme goals of branding a strong visual identity ranks high. Few brands on earth have visual symbols strong enough to be instantly recognizable by even the most brand-insensitive consumer. A strong brand identity goes beyond a mere logo. Elements such as distinctive colours (think of Tiffany and Co.), unique fonts, or other such graphic elements are all part of the visual system that supports the brand. The benefits of having a strong visual identity are numerous, including increased brand awareness and recognition.
Before its ill-considered re-branding move, GAP was quite possibly one of the most easily recognizable brands in the world. Its iconic logo was used since the 80s and had achieved near pop-art status. Even the signature font and deep blue colour were closely associated to the brand and were among the company’s most precious assets.But with senior management looking to rejuvenate the brand image to appeal to more sophisticated customers, the company decided that it was time for a change. On Monday October 6, the San Francisco based company unveiled its redesigned logo on its website. Within hours, angry customers and designers were expressing their displeasure on social websites and the new logo was already an object of mockery and ridicule.
In the days following the launch of the new logo, websites sprung up that allowed users to “Get their crap logo” (Some commenters felt the new Gap logo looked like it had been done in Microsoft Word by a 15 year old kid!). With the fire of criticism growing heavier, Gap entered crisis management mode and asked Internet users to submit their own logo proposals via Facebook.

On Monday October 11th, the company finally announced that it would scrap its new logo and return to the original blue box design that made it famous.
Oddly enough, this entire operation might have been a blessing in disguise for Gap. In voicing their anger, customers not only mocked the new logo but also expressed their attachment to the Gap brand and what it stands for. They actively asked for the brand to return to its original promise and identity. All in all, the last two weeks have showed how strongly customers are attached to Gap’s original core brand promise: comfort, style and classic elegance all tied into one affordable package. It goes to show that maintaining the consistency with your existing brand idea is a high priority for any re-branding effort.