The tweets were watching this week as Gap unveiled it’s new logo on their website. A logo that looked like my 6 yr old designed it on a Power Point slide. Gap’s logo has always been very sharp, noticeable, and truly a staple in branding. But now, er, it looks like a badly designed (or not designed at all) mistake. In any event, Gap stands behind its atrocious logo and considers it, shall I say, a success?
It has turned a failure into a monster web campaign. Check out their Facebook and you will see what I mean. How many increase of hits did Gap get just off the strength that they changed their logo and everyone wanted a look-see? And how many people actually perused the site after looking at the logo and bought, perhaps, that sweater on sale?
I am sure Gap did this on purpose. And with all of the attention they are getting, they have turned their “failure” into a “success”.
What are your thoughts?
I think you’re right, it’s less about the actual logo than it is about buzz and website traffic. To me, it’s very much like when Sci-Fi “renamed” their network to SyFy. I don’t like the new Gap logo or SyFy as much as I liked the old Gap logo and Sci-Fi, but in both cases they had great success attracting attention.