Gap admits their new logo sucks, will return to old one

Last week the Gap unveiled their new logo--a generic looking thing with an oddly placed small blue square that was supposed to pay tribute to the iconic logo they've had for the past 20 years. When we wrote about the new design, most people were pretty quick to trash it, wishing Gap would return to the old logo. Reps for the retail chain took to their Facebook page and said they were looking for a change and that as part of a crowd sourcing project they were open to new logo ideas as well. It turns out the whole thing was a big waste of time.

The new Gap logo was admittedly awful. New does not always equal good. Shoppers have no positive associations with the new logo, whereas the old one makes us feel secure somehow. We know what we can find at the old Gap. This new design isn't fun or interesting in any way either, so we have no allegiance to it or reason to want to shop there. The brand thanked everyone for their input on the new design and now we know why--everyone hated it, and now they know not to use it!

Per the Gap's new statement:

"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...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."

Yay! We spoke and we were heard. Or was this whole thing on big publicist stunt to get everyone talking about Gap again?! That would be pretty sneaky. Either way, you can read their full statement here.

Now Gap, since you're listening, how about selling some affordable basics with a flattering fit? Remember the ones you used to make so well? We miss them. Thanks.

Gap unveils new logo and we don't like it!