Remember when Radio Shack changed its name to “The Shack”? We all shuddered, but that didn’t keep the company from going all out and promoting the change.
The Gap just quietly launched the logo. No one is sure why, but a better question that I have as someone who shops the Gap is why did the company change the only thing it had working for it: a logo we all knew, were comfortable with and didn’t reject, the way we reject their increasingly poorly made clothes.
I am a long-time Gap shopper. I wear its T-shirts and sometimes, I’ll even wear its jeans. I would never in a million years stray outside of that and buy the brand’s poorly constructed trousers, blouses or anything else. But I depend on The Gap for the casual basics. Every time I walk into the store and see the latest fashion offerings outside the t-shirts and jeans, I think, “They should fire the designers.” I always meant, however, the clothing designers, not their graphic ones.
The Gap is doing okay business-wise now, but in the last two or three years, that has not been the case. Instead of really evaluating the product, i.e, the company’s life blood, We get a logo that is even safer and more boring in its look than the old one. At least we were all used to the old one. This one looks like the sign outside of a medical clinic. In fact, there is a defunct medical marijuana clinic down the road from my house that looks more compelling than the Gap’s new logo.
I’ll still buy my T-shirts from the Gap, probably, though the quality on those seem to be getting worse, so who knows how much longer I’ll even be a customer for that? That logo is just bad strategy. In fact, it’s panic strategy: business is down, let’s change the logo. Do they think it is going to attract the Justin Bieber crowd? Maybe they should have put his face on the logo instead of the bland blue block in the right hand corner.