I was interested to hear this week that clothes retailer Gap had ditched their new logo just six days after its launch. After falling sales in recent times the company had to do something to revive its fortunes but the new design was so poor I simply cannot believe that they felt that this was the image that was going to achieve the success they craved. It was as if it was deliberately terrible just to provoke a reaction.
Gap has nearly 300 stores in Europe and Asia, is valued at nearly $4 billion, and is reportedly the 84th most-valuable brand in the world according to an Interbrand study. Because of this the more I look at the rejected logo, the more convinced I am that this was simply a publicity stunt, a veiled attempt to generate media exposure. The original identity is still strong though it is quite obviously of its day, ie the early 90s. Maybe it is time for a revamp but their choice had nothing that would identify it as a major brand whatsoever. As one commentator had it, it look more like a logo for an IT firm.