10 Oct 2010

Is it a joke, a test or a blunder ?

Last week, a new daily buzz was launched on the web. After 20 years, the clothing brand GAP has decided to change its logo and revealed it on its website. From the well-known white font on navy blue background, it became a black helvetica font (one of the most common fonts on internet) with a small blue square at the right-hand corner. According to the marketing department this new logo was meant to represent ‘contemporary’ and ‘refreshing’.

Unfortunately, the public do not have the same point of view. For over week a lot of internet users are overwhelmingly bashing the new GAP logo. Some of them even created a website to let you make your own ‘crappy’ logo.

Even though it received a lot of free publicity, the cloth retailer was not amused with these reactions and decided to reply via its Facebook fan 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."

Does it mean that the new logo is actually a test-logo? With humour, some members of public say that it could have been even worse, using Comic Sans MS font for example, known as the ‘losers’ font. Anyway, Gap wants to do better by launching a design competition on Facebook. Ironically, the Facebook fan page has still the old logo!

To be continued…

Anne-Claire Jamry.

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