Is There A Gap Between Your Ears? Lesson Not Learned



After being constantly attacked last week for ruining their logo, Gap decided to revert back to the old logo that everyone knows and loves. They admitted that is was a wrong step for the company, and that the customer comes first, which is great. They should come first, but at the same time, Gap didn’t handle this situation at all like they should have. When creating a new identity, you should never simply poke it out there and say “Whatcha think ’bout this?” Rebranding a company as large as Gap should be strong, dominant, and should be handled by a professional.

The part that really bothers me the most is that you would think with all of the embarrassment, Gap would have definitely learned their lesson with this situation. After reading their statement regarding the situation and reverting back to their old logo, I was convinced otherwise.

“We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community.  This wasn’t the right project at the right time for crowd sourcing.”

I have an idea, how about not using crowd sourcing at all?! How about you budget some money into marketing, and hire a real design firm or branding specialist to guide your company in the right direction. For a company of this size, I am very disappointed in the fact that they have resorted to such infantile methods of marketing.

It’s no wonder that their stores are pretty much empty. At my local mall, I went in to the store to see why it was so empty, when the rest of the mall was so full. I went in and looked around, to see the same old clothes that you always see, and I never saw another single person come in the store for the 30-45 minutes that I was there. I saw no promotions, no sales, nothing to create a buzz around Gap. There is always a huge  buzz around Old Navy, so the Old Navy Division has a decent marketing team. They need to take a page out of their book.

I  can’t help but say that Gap is in serious trouble. Seemingly no marketing, no promotions, no big sales, no appeal. They tried to rebrand the company, which was weak and ineffective. It looks like Gp needs to go back to the drawing board on all accounts, otherwise 20 years of tradition is going to go down the drain. Gap, if you are out there, there are plenty of professionals out that that would be glad to strengthen your brand.





2 Comments
  1. Gussto
    October 12, 2010 | Reply
  2. anony
    October 12, 2010 | Reply

Your opinion is important to me. Be heard!

Dreamweaver Fireworks Flash Illustrator Indesign Lightroom Painter Photoshop Quark Typography
Picture 30
Molding Images to a Surface in Photoshop

Molding Images If you want to create some cool effects with...

Clinix - Free Bootstrap Templates
5 Free Bootstrap Templates Via ThemifyCloud

Bootstrap Templates Normally, I share one free HTML 5 or bootstrap-based...

Screen Shot 2014-12-12 at 11.24.18 PM
Blend Objects in Steps in Illustrator (Cool Trick!)

In this tutorial, I’ll show you how to blend 2 shapes...

Premium
Clinix - Free Bootstrap Templates
5 Free Bootstrap Templates Via ThemifyCloud

Bootstrap Templates Normally, I share one free HTML 5 or bootstrap-based...

joomla-main
An Introduction to Joomla

What is Joomla and it’s Advantages? Joomla is an open-source CMS,...

Failure as a graphic designer
Why You’re Failing As A Graphic Designer

Failing As A Graphic Designer If you’ve ever tried starting your...

LittleSoul
75 Clean WordPress Blog Themes

Pick the Right WordPress Blog Theme for You WordPress has come...

photography-wordpress-themes-feat
10 Best Photography WordPress Themes

10 Best Photography WordPress Themes That Make Your Heart Beat Faster...

free-wp-feat
Top 20 Free and Premium WordPress Themes to Refresh Your Website

Free and Premium WordPress Themes Wait a minute, you say. Have...

refreshing-WordPress-themes
20 Refreshing WordPress Themes for Autumn

20 Refreshing WordPress Themes Seasons come one after another, and, fortunately,...