So we all saw the new Gap logo. It looked weird. It looked wrong. It looked like all sorts of other unbecoming words that were broadcast over Twitter and Facebook within hours of its unveiling.
Then, in what is going to be (or should be) remembered as the biggest corporate branding fail of the last decade, Gap caved in to all the little whiny Tweeters and defensively pulled its shiny, new logo.
Anyone who thinks that move was rational – that pulling the new logo was the best thing Gap could have done in the situation – is somewhere between equally ball-less and an idiot.
No, it was the worst thing Gap could have done in the situation. I’ve read a few posters who think the whole thing was an intentional rouse to gain attention. Far fetched. There are better ways of gaining attention than intentionally making your company look like a bunch of bumbling idiots. That’s not it.
I’m sure Gap thinks they were “using the medium intelligently to respond to consumer opinion” or something one might read in a Forrester report on social marketing. But really they are just pussies.
The fact is, any time you launch a logo redesign you have some people who complain. The new logo always “feels weird”. It feels weird because it’s different. Like the…