Friday, 8 October 2010

The new GAP logo, was it all just a cunning viral marketing ploy?

Ever since GAP quietly introduced their new logo to the company’s web site for the first time on Monday morning, critics have been quick to voice their dislike of the new design, Twitter, Facebook and other social networking sites have been literally buzzing with reactions.

One Twitter user has even created a site where you can ‘make your own Gap logo,’ which is already making its rounds on the web (users have already created close to 5000 logos of their own).

But is the new logo just a clever move by Gap to spin some of the public outrage into a self-deprecating defence of its unpopular change? I definitely smelled a rat, a brand as strong as Gap doesn’t just release their logo without thought, warning, or a plan of action. Surely all their employees, stores, and partners would have had to been notified months in advance?

In response to the backlash Gap offered the following “Well, can you do any better?” response on its Facebook page:
So was it Gap’s original plan to crowdsource the project or more of a reactionary coping strategy than a well-laid marketing plan?

Either way, as a marketing strategy it has certainly done it's job. People who might not have shopped in GAP's stores, looked at their website or even thought about the design of it's previous logo are now talking about the GAP brand. It's a brilliant idea to keep the news fresh in peoples minds, and to engage them in your brand. You even have to 'Like' the GAP facebook page to leave a comment and I'm writing a blog about it now...genius!


  1. I hated the new logo!

  2. What you're saying is completely true. I know that everybody must say the same thing, but I just think that you put it in a way that everyone can understand. I'm sure you'll reach so many people with what you've got to say.