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Clothes ArticlesGap New Logo is Possibly the Worst Rebranding Effort Since New Coke
If there's one thing that we have to know about this world, it's that the only permanent thing is change. Everything changes. We already know that. But in the world of branding, you have to make sure that you do not make any extremely drastic changes in a very limited time, or else risk the backlash coming from your brand's most loyal customers.
Gap had to learn this the hard way when it unceremoniously revealed a new logo in its Gap.com website. The classic white letters were removed from the blue square and was instead converted into a very casual (modern?) font in black text with the blue square right there in the corner of the last letter. To be frank, I can't imagine how a very large company like that of Gap couldn't hire a better artist and just left the work to an amateur with MS Paint. Marka Hansen, President of Gap, in a post in Huffington Post defended the position by saying that they wanted to see the logo, which has been there for about twenty years or so, evolve as much as they saw their clothing line evolve into the modern age. She believes that aligning the logo with the clothing line is suitable in order to make the brand more relevant to the public. The logo is supposed to look contemporary and relevant, while at the same time still placing the blue box there in order to pay homage to the brand's heritage as the favorite clothing brand of the American working class. What she did not know is that, through the help of websites like Twitter and Facebook, loyal customers were actually alienated by the drastic move. Some even say that it is the worst rebranding move ever since the release of the New Coke. Taking cue from this backlash, Gap found it easier to just open the floor for dialog and get suggestions from the public--that is, if they do not decide to revert back to the old logo.
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