Well, that didn’t last very long.
The Gap announced late on Monday that its new logo was to be removed from all company communications effective pretty much immediately after it was introduced. Officially, the starkly redesigned logo, which was sprung as a surprise on the fashion world when it suddenly appeared on the Gap’s website, lasted all of about a week.
In the words of Marka Hansen, the president of the Gap’s North American operations:
“Last week, we moved to address the feedback and began exploring how we could tap into all of the passion.” In other words, “People hate this logo. I mean, they really hate it.”
Hansen also added: “Ultimately, we’ve learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we’ve made the decision not to use the new logo on gap.com any further.” In other words, “Ultimately, we’ve learned that our new logo is a hideous turd that spectacularly sucks.”
For posterity, Hansen concluded: “There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.” In other words, “Yup, this expensive and embarrassing blunder is sure as hell going to cost someone their job…just not me. I mean, I didn’t design the stupid thing, did I?”
No. She didn’t. Laird & Partners, a high-brow New York City agency, did. And here’s a guess: if and when the time comes to evolve the Gap’s iconic blue-and-white logo, they won’t suddenly change it to something quite so ugly.
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