Mind the Gap: What to learn from Gap’s logo fiasco
Posted by BizTV
Today, your consumers can react instantly to the decisions you make as a company. Social media is the real watch dog media. There doesn’t seem to be a formula for having a successful Internet presence. Why did Old Spice guy work? Why did Gap fail?
Gap has announced on its Facebook Page that it is scrapping its new logo design efforts, acquiescing to a torrent of criticism coming primarily from Facebook and Twitter users.
Last week, Gap unveiled a new logo, one it called “a more contemporary, modern expression.” The retailer’s customers were not so thrilled about the change, and Gap decided to ask users for their logo design ideas instead. However, that course of action has now been reversed, as well.
The backlash against Gap’s new (and now defunct) logo was intense. Beyond the thousands of tweets and Facebook status updates deriding its design, people found other creative ways to protest the new logo. A fake Twitter account has gathered thousands of followers, and Gap logo generators have quickly gone viral.
While social media wasn’t the only reason that Gap felt compelled to revert to the old logo, it definitely was a major factor. Social media mobilized and spread the word about the logo change. In this case, the company listened to its customers and avoided a consumer backlash of Tropicana proportions.
This is proof that the way business is done has changed drastically. The new logo was probably in development for a long time, went through several different versions, and hit several checkpoints before approval. So, what went wrong?
Perhaps people don’t like change. Maybe the logo is too simple, or to different, or just plain bad. Whatever the reason, social media ultimately swayed Gap’s decision to drop its logo. Now, more than ever, the Internet can be used to reach out to customers. Try not to alienate them.