By Dave Huerta, VP/Associate Creative Director @ NYCA
Think of a very close friend of yours who you’ve seen every day for twenty years.
You’ve laughed together. You’ve cried together. You know this friend intimately.
Or so you think.
One day you meet for a drink and in walks someone that resembles your friend and sounds like your friend, but on this day, they look very different. On this day, they’ve decided to dress like DJ Lance Rock. “Friend?” you say. “Is…that you?”
Ok. Something’s wrong. This isn’t my friend. Who the heck is this?
Well that’s exactly how thousands of Gap fans felt when The Gap replaced the blue box logo they’ve had for decades with a new one overnight. The new logo, which they placed on their Facebook page, was greeted by a swift and immediate backlash causing Gap marketing folks to revert back to the old one, only days later.
I’ve seen a bunch of comments about how bad the actual design was and how poor the font choice was and how odd the little blue box above the “p” was.
To me the biggest blunder is how poorly they failed to engage with their Facebook fans, before changing the logo. Now I’m not saying they should have crowd sourced the design of the logo, but they could have let their fans know a new logo was coming or they could have explained to their fans why they redesigned the logo in the first place. They could have done a bunch of things that, at the very least, would have started a conversation.
While marketers are doing everything possible not to be seen as just manufacturers of consumables to be pushed on the masses, and while most of them have Facebook and Twitter pages, it’s ironic that the Gap would miss a huge opportunity to have dialog with its strongest brand evangelists.
Gone are the days when all a brand had to do to sell more product was refresh its logo. Just shows the “gap” (sorry, couldn’t resist) that still exists between most brands and those they depend on to keep them in business.