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October 11, 2010

Gap Logo: A PR Victory for Crowd Sourced Branding?


By now most of us have recovered from last week's firestorm over the new Gap logo.

Now, the retailer is looking to change what many perceive to be a mistake through crowd sourcing.

Late last Wednesday Gap posted on their Facebook page a coy message to the legions of irate consumers: "We love our version, but we'd like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project."

The old Gap Logo can be seen in the new movie The Social Network and frankly, it is time for a change. Gap needs to tear a page out of J. Crew's playbook and reinvigorate its offerings (although it should be noted that J. Crew didn't need to change it's logo or typography).

The new logo even spawned a site where you can make your own Gap logo. As well as two Twitter parody accounts: @GapLogo and @OldGapLogo.

Hmmm. It's hard to think of a logo that has ignited the web so quickly.

Yes, this new crowd sourcing idea seems like a "coping strategy." And graphic designers are urging each other to stay away from the temptation to donate a better logo in order to ensure their profession stays just that.

But a few bloggers like the logo, of course, while others are trying to fix it.

The fact is, here we are a week later and we are still talking about this logo and following its fate. And that's a victory for Gap.

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Posted by William Lozito at October 11, 2010 8:08 AM
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