How Social Media killed the new Gap logo

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Written by Digital Surgeons,
• 3 min read

Last week, Gap changed its iconic blue and white square logo to a new one that it calls “more contemporary and current”. However, the new logo for this global clothing retailer wasn’t too well received by its customers, and to say the least, they weren’t so thrilled.

  Gap’s brand has been well known for its iconic white, capital letters designed in a classic serif font and encapsulated in a solid blue square. Gap has used for the logo for decades, but last week they decided to update their look to “more contemporary” black font with a small blue gradient box behind the “P”. The font uses a bold version of Helvetica, arguably one of the most over-used fonts in history.


  Gap announced on its Facebook Page just one week after the not-so-well-received change, that the brand is scrapping its new logo, due to the amount of negative feedback and criticism it has received. Much of the criticism primarily came from Facebook and Twitter users that are customers of the brand, as well as a huge backlash from the design and advertising community. The magazine Ad Age said it looked like “something a child created using a clip-art gallery.”

  Gap North America president Marka Hansen also said in a statement late Monday that the San Francisco-based company realized how much people liked the old logo after they put up the new one. She says Gap didn’t handle the change correctly and missed a chance to have shoppers offer input until it was too late.

  Beyond just the thousands of people on Facebook and Twitter bashing about the new logo design, people also found other creative ways to protest the new logo and sites such as “Make your own Gap Logo” have been set up and have immediately gone viral.

  In a statement, the company said it made a mistake and will return to the previous logo. “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.”

  Just goes to show the power of Social Media and Viral Marketing and benefit of engaging your customers for their feedback on some of your important brand related decisions. Ask your customers for ideas, see what their thoughts are & analyze their feedback. Showing your customers you care about what they have to say and engaging them in the conversation, is what social media is all about. I hope you learned your lesson Gap!