We constantly preach that branding is everything in a marketing campaign. A company’s image should remain consistent across all media channels in order to create resonance in the minds of the consumers.
But what happens when a company attempts to change their logo? Well…just ask Gap!
The well-known clothing company decided it needed a more contemporary look to its long-established logo. With a simple Helvetica type and blue square above the “p,” the new Gap logo has become less-than impressive to the general public. Although the old logo was nothing to get excited about, it had a quality of “elegance without being pretentious; similar to their style of clothing,” as described by a blogger.
Gap has received a lot of heat for changing its image and apparently the peer pressure has worked. After just four days of launching the “new and improved” logo, Gap has gone back to its old look. It just goes to show you how empowering social media has become.
Through Facebook and Twitter rants, Gap has been able to hear directly from the public about its apparent mistake in altering the design. Engaging in their social networking conversation, Gap has been able to give the people back what they want.
Maybe next time, Gap will think twice before launching their next design?
Remember to be consistent in branding and smart when re-branding.