Gap Logo Redesign Fail

11/08/2022

Brand Recognition
Consumers use logos as a key signifier of a brand; it’s often the first thing that comes to mind when a person thinks of or hears a brand name. The logo, therefore, largely contributes to building brand salience. Changing your logo at the drop of a hat causes confusion and risks depleting any brand awareness that has been built. Will customers know that you’re the same brand they’ve always known and loved?

11/08/2022

It is clear that both consumers and branding professionals felt cheated by Gap, who, off their own back, decided to revamp their identity. This visual change which appeared a rather out-of-the-blue act confused and angered the community.

11/08/2022

Within just 24 hours, one online blog had generated 2,000 negative comments, a protesting Twitter account () gathered 5,000 followers, and a “Make your own Gap logo” site went viral, collating almost 14,000 parody logo redesigns

11/08/2022

Immediate Consumer Backlash
Consumers quickly took to social media platforms to express their disdain for the new logo. Some critics hailed the new logo for harkening to the brand’s nature (plain and practical) (Baekdal, 2010), but the reaction was negative for the vast majority.

11/08/2022

In an embarrassingly quick turnaround, Gap took the decision to revert back to its old 1990 logo after less than one week (on October 12, 2010). The same spokesperson, now backtracking on her original “modern, sexy and cool” comment, stated that “we’ve learned just how much energy there is around our brand, and after much thought, we’ve decided to go back to our iconic blue box logo”

10/08/2022

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10/08/2022

Therefore, the almost complete upheaval of the original logo in 2010 proved to be a shock felt (and expressed) amongst both consumer and professional communities.

10/08/2022

Gap’s highly recognizable logo, which represented the brand from 1990 to 2010, is a simple dark blue square featuring the ‘Gap’ name in white serif writing. Typically, a brand will undergo a visual rebranding following a significant change in the company’s strategy, which warrants a visual signal for something new within the organization.

10/08/2022

In 2010, following slumped sales after the Financial Crisis of 2008, Gap decided to redesign its 20-year longstanding logo, giving rise to the ‘Gapgate’ phenomenon. This article will look at the unfortunate backfiring of this logo redesign, highlighting the lessons that brands ought to learn from this seemingly unexplained rebranding strategy.

10/08/2022

Gap is a well-known, well-established clothing and accessories retailer founded in 1969. It stands as one of the largest global specialty retailers due to its popularity amongst a broad demographic of consumers.