The Gap Backpedals, Is Now Crowd-Sourcing Its New Logo

UPDATE, 10.12.2010: The Gap has decided to kill the new logo and keep the old. Details here.

Earlier: Marka Hansen, president of Gap North America, has explained the company’s thinking on the new logo. We’re not satisfied, but it’s something.


Yesterday, The Gap revealed a new logo on its website, and the Internet went nuts over how terrifyingly bad it is. There’s even someone writing missives from the perspective of the new logo from a Gap Logo twitter account.

A few hours after sites ranging from BrandChannel and Advertising Age to Racked and New York Magazine reamed the new design for being an abomination unto the law of corporate brand identity, the company put this message on its Facebook page:

Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. 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.

Now, the probably reality is that the company got caught off guard by how many people capital-h hate the new logo, and they’re doing lots of what our friends at Racked like to call backpedaling. The only way to cover up this flub was to say that they’re just “experimenting” with a new design. But now they get to be cool and hip and have the people participate in the rebranding process, too! Hooray for being able to engage first hand with the customer!

No, seriously. This could turn out to be a good thing. Maybe if enough people send them a copy of the old Gap logo, the one we’ve come to know and love over our lifetimes, then maybe they’ll wise up and leave good enough alone.

Alternatively, Abrams Media Accounts Associate and enterprising Photoshopper Nick Marmet submits this gem for the new logo. And no matter how you think it looks, you’ve got to admit –it’s better than the other option. We think it’s a winner.


Why Does The Gap Have A New Logo? [Styleite]

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