Gap To Keep The Old Logo

By - October 12th, 2010

Chalk one up for popular sentiment! Just days after it unveiled the proposed new logo and an explanation on The Huffington Post about the change by its President, Marka Hansen, Gap decided to abandon its plan to change the clothier iconic blue box logo. While intention for the new logo, designed by New York creative agency Laird & Partners, was that of a forward-looking company. The result was anything but, with passionate outcry against it on all different outlets, including social medias. Finally, Gap relented the plans with an announcement on its Facebook page around 7:30 pm EST last evening followed by another personal statement by Marka Hansen. In the meantime, the blue box logo that we came to known well will stay put, at least for now.


“Since we rolled out an updated version of our logo last week on our website, we’ve seen an outpouring of comments from customers and the online community in support of the iconic blue box logo.

“Last week, we moved to address the feedback and began exploring how we could tap into all of the passion. Ultimately, we’ve learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we’ve made the decision not to use the new logo on any further.

“At Gap brand, our customers have always come first. We’ve been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back. So we’ve made the decision to do just that we will bring it back across all channels.

“In the meantime, the website will go back to our iconic blue box logo and, for Holiday, we’ll turn our blue box red for our seasonal campaign.

“We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing.

“There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way. “

Carl Razazi
Carl Razazi

Good for them I guess, I mean I'm not a Gap regular or whatever, but why mess with something that successfully identified their brand in the first place..

Alec Grossman
Alec Grossman

If the redesigned logo had been any good, I don't think people would have reacted so negatively. It was just a terrible logo design, not at all in line with their previous logo or their brand aesthetic. Really, not at all in line with any sort of pleasing aesthetic. It was just drab, boring, forgettable, and ugly. If Gap wanted to rebrand itself, they should have made the new logo in line with their brand aesthetic.