The world has had all week to chew on the new logo since its release on Monday, and so far, most have spit it back out. No one is quite sure what the new logo is trying to accomplish -- you can't exactly praise its simplicity, since the tried-and-true old version was a sparkling example of clean lines and space. The square means... something, but what that is remains unclear. The stark use of Helvetica is drawing many comparisons to a competitor's brand, American Apparel.After their new branding efforts failed to capture the hearts of millions, Gap has switched tactics -- and is now launching a crowd-sourcing effort. Meaning? "Design our logo for us, if you hate the new one so much!"
Last resort, or genius viral marketing? It could be that this whole fiasco was actually planned from the beginning, designed to generate buzz and then reap the benefits of a practically free new logo. I'll admit one thing -- it's the first time I've even thought about Gap in years, much less had a conversation about them.
Read the whole story here, as well as an apology explanation from Gap's president Marka Hansen.
