This was the plan. Gap, one of the world’s strongest clothing brands decided to rebrand their logo looking for something more modern, trying to keep up with the times. The new logo was launched last week but little did they know what was to happen.
Kao vlasnik Libris komunikacija i voditelj edukacijskih programa u Velikoj Britaniji i Hrvatskoj, Peter donosi dodatnu vrijednost u ZIMO kroz nove marketinške i komunikacijske ideje, alate, naputke i praktične savjete.
Within hours of the new design appearing on facebook and other social media sites, the public began to show their strong disliking to the new image. Post after post of criticism, strong protesting comments, thousands of negative tweets bouncing across the globe all voicing their opinion of the new design.
Soon after, Gap’s facebook page responded with “OK. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback. We only want what’s best for the brand and our customers. So, we’re bringing back the Blue Box tonight.”
Although social media wasn't the only reason to persuade Gap to return to its original image, it played a key role. In this case, a company clearly listened to the public, notably the two major online social networking platforms, and changed back the logo keeping everyone smiling again.
Was it simply a test to see how the public would react? Should companies listen more to social media? Was this all simply part of a publicity stunt to put Gap in the headlines? One thing that certainly made me think was how Croatia would one day rise together online protesting against things that seem impossible to change, and remarkably change would happen because someone is listening to the comments, posts and tweets.
Before I go, I thought I would leave you with a selection of rebranded logos – which do you prefer? The old or the new?