Back in 2010, the clothing and accessories store GAP tried to change their logo. It didn’t go well.
While the original Gap logo showed the word ‘GAP’ in all caps inside a dark blue square, the new logo was meant to be a white square that encased a small blue square which in turn sat over the letter ‘p’ in Gap.
Loyal GAP shoppers were not having it. In fact, the logo change went over so poorly that the company had to revert to the old logo just days after launching the new (and very expensive) one.
A Facebook group with more than 2,000 comments was formed to protest this proposed change; a Twitter account was even set up with more than 5,000 followers, there was also a (now defunct) parody site called ‘Make your own Gap logo’ that had almost 14,000 parody versions of the new logo.
The Power of a Logo
The protests and eventual backtracking of the new logo launch by GAP illustrate the power of a logo.
There is more to a logo than just…
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