Marketing FAIL: Mind the Gap

Gap has had the same logo for almost 20 years. Tried and true. A Classic. An image that matched very closely with the clothes they designed, like the classic jean and cardigan.

So why the change? “We chose this design as it’s more contemporary and current. It honors our heritage through the blue box while still taking it forward,” wrote Marka Hansen, Gap’s president, in the Huffington Post.

Many have expressed firm opposition to the new logo, and with reason. It does seem arbitrary, and especially considering it represents a brand that sells clothing, it is pretty unattractive.

Unlike the UPS advertising shift, Gap hasn’t publicized some big change in their clothes and design. Despite bringing on great new designers to the team, over the past 5 years the line has remained decidedly basic, providing inexpensive but quality closet staples.

Hansen indicated otherwise, though, in her post: “We want our customers to take notice of Gap and see what it stands for today.”

They seem to have missed the mark on this one…

Leave a Comment