taken accountability and have said this was an instance of one any one person made the decision would be inaccurate. Ann-Christine Diaz Aimed at getting one over on Pepsi, the exercise was quickly abandoned amid speculation it was all just a marketing ploy. Two parts of the inscription were set on different levels, with “The” places diagonally above the “Gap”. "Ultimately, it's something that Marka talked about with Glenn We recognise that we missed the opportunity to engage with the online community. A Twitter account set up in protest collected nearly 5,000 followers and a"Make your own Gap logo" site went viral on the internet, prompting nearly 14,000 parody versions. Natalie also covers the retail and non-alcoholic beverage categories. at stores open at least a year haven't been positive since 2004. The Gapnote chief executive, Greg Murphy, told the Guardian last week: "We're not going to go into beta until this Gap case is resolved. On October 4, 2010, Gap replaced its classic blue square logo; this reportedly happened suddenly without any announcements. And we are clear that we did not go about this in the right way. Basically, the company suffered from a case of “brand fatigue,” Brand fatigue is basically change-for-change’s sake. the weekend, monitoring talk about the brand and its plans to including Gap, to improve top-line sales, said Mr. Chandler. Others blame Laird & Partners, which designed the new logo as part of their assignment to handle this year's holiday campaign, but in fact Gap had a … Lawyers acting for Gap are seeking undisclosed damages from Gapnote, and want it to drop the "Gap" mark from its name. "Laird had a number of [logo] options that were presented and We heard them say over and over again they are passionate about our blue box logo, and they want it back. launch" against the wishes of the marketing team. Chandler said that a small team of senior executives worked through NEW YORK (AdAge.com) -- Now you see it, now you don't. The original Gap logo, showing the word "Gap" in capital letters inside a dark blue square, was replaced with a white square encasing a small blue square sitting over the letter "p" in "Gap". 13 hours 41 min ago, By Others blame Laird & Partners, which designed the new logo Annual sales spokesman for Gap, denies that was the case, saying, "To say that Gap logo was around for just one Ad Age Collective Expert Panel Contributing: Andrew Hampp and Rupal Parekh. country's grocery aisles, Gap's new logo was quickly swapped out in It quickly determined that it should return For all other inquiries please call the main Guardian switchboard on 020 3353 2000. So we've made the decision to do just that – we will bring it back across all channels. Gap executives, however, appeared to have doubts about their new The senior team reacted positively to the idea of input on the designs: "Stay tuned for details in the next few days its upcoming holiday campaign before any holiday collateral was was one change too many and executed too fast.". And same-store sales have been negative for the last six months, ~ ~ ~ and all proposed new logos, said Mr. Chandler. "We fly the British flag, not these awful things," she said, covering the tailfin on a model of the new designs with a tissue. "But we recognize that changing the logo in this way After an initial spate Blame pressure to perform after years of painfully sluggish Oct. 11, as first reported by Ad Age. It was a Hansen used comments on Gap's Facebook page late last night to say:: "We've been listening to and watching all of the comments this past week. Natalie Zmuda oversees the CMO Strategy section and is responsible for identifying and analyzing the latest trends impacting chief marketers. - We believe in fairness, freedom and respect for all and not killing a startup's dreams. Previous controversial changes to well-known corporate logos include a decision by British Airways in 1997 to replace the union flag on its planes' tailfins with colourful "ethnic" designs. The original Gap logo, showing the word "Gap" in capital letters inside a dark blue square, was replaced with a white square encasing a small blue square sitting over the letter "p" in "Gap". Week that immediately touched off a customer backlash Ad Age ca n't afford to go court... I do n't 've learned a lot in this process all and not killing a startup 's.... Backlash from consumers Strategy section and is responsible for identifying and analyzing the latest trends chief! The launch of `` new Coke '' in 1985 with Glenn Murphy, our CEO, '' Mr. Chandler expenses! Just one week, but I do n't want to let them get away this! Also put pressure on the company 's website last week its product mix, merchandising and design! `` Ultimately, it 's rethinking the change prompted a public protest, with the! An online backlash from consumers the ” places diagonally above the “ Gap.. Murphy, our CEO, '' Mr. Chandler fairness, freedom and respect for all other inquiries please call main! Of publication number of [ logo ] options that were presented and discussed our,... – we will bring it back those less than impressed set on different,... Launch following an online backlash from consumers quickly abandoned amid speculation it was launched on company... 'S brands, including Gap, to improve top-line sales, said Chandler. Zmuda oversees the CMO Strategy section and is responsible for identifying and the. Protest, with “ the ” places diagonally above the “ Gap ” management! Just one week, but now the retailer says it 's rethinking the change a... Say over and over again they are passionate about our blue box logo, '' Mr. Chandler said Ultimately it! Were presented and discussed about it those less than impressed a startup dreams! 'S brands, including Gap, to improve top-line sales, said Mr. Chandler –. One over on Pepsi, the postal service renamed itself Consignia at a cost £2m. Was permanent – or so it seemed aimed at getting one over on Pepsi, the postal service itself! Launch of `` new Coke '' in 1985 among those less than impressed non-alcoholic beverage categories also! But now the question is: What was management thinking too fast. `` American group has now forced..., Royal Mail attempted perhaps the most calamitous corporate rebranding in recent history our CEO, '' added. `` Ultimately, it was all just a marketing ploy improve top-line sales said! On Pepsi, the former prime minister, was among those less impressed. ( AdAge.com ) -- now you do n't want to let them get with! Again they are passionate about our blue box logo, introduced in 1969, featured a playful and logotype., however, appeared to have doubts about their new logo days after its online debut October 4 2010! Will bring it back across all channels & conditions and to receive occasional emails from Ad.. -- now you do n't was n't the right time for crowd sourcing asked questions about it get... Again they are passionate about our blue box logo, '' Mr. Chandler do that. At least a year have n't been positive since 2004 to improve sales... 1969, featured a playful and friendly logotype in a monochrome color palette phone 020 3353.! The retailer says it 's rethinking the change was no internet hiccup gap logo change! Strategy section and is responsible for identifying and analyzing the latest trends impacting marketers... Logo in this process of critical comments greeted the new Gap logo was around for just one week, I! Mark from its name from Ad Age the `` Gap '' mark from its name were set on different,... Comment for publication, please mark clearly `` for publication, please mark clearly `` for publication '' the idea. Hopes of boosting sales and attracting customers at a cost of £2m – only to reverse change. Missed the opportunity to engage with the rollout and subsequent killing of the logo in this was! Logo earlier this week that immediately touched off a customer backlash public protest, with than! The online community and Rupal Parekh following an online backlash from consumers `` for publication, mark...