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Gap Ditches New Logo After Stir On Facebook And Twitter

  • Ad Age, Tuesday, October 12, 2010 10:47 AM
Look, out in the social networks! It's a bird! It's a plane! It's a new Gap logo. Come and gone, just like that.

Ad Age broke the story yesterday that -- just four days after it confirmed that the new logo with an awkward blue box looking like an afterthought in the upper right-hand corner was, indeed, real -- Gap decided to scrap it and return to its old design. Andrew Hampp and Rupal Paerkhgo reported that the company was set to make an announcement on its Facebook page and, sure enough, it did -- causing ripples in the pond all the way to Jolly England.

Josh Halliday reports in The Guardian that Marka Hansen, president of the Gap in North America, concedes that an "outpouring of comments" showed the company that it "did not go about this in the right way." But the right way, at least for now, isn't crowdsourcing, Hansen maintains, admitting that it "missed the opportunity to engage with the online community."

All this came about despite the fact that 80% of the 1,000 consumers polled by Ipsos Observer under Ad Age's direction say they had no idea the logo had changed. What are these people doing, reading books or something?

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