Gap recently unveiled their new logo for their clothing store. The Vice President of Corporate Communications, Bill Chandler, describes the logo as "a more contemporary, modern expression." The launch was unsuccessful. Gap was flooded with messages of disappointment regarding the new logo design from fans, designers, and the online community. Gap seems to be taking the negative reaction to heart.
The same night that the logo was launched, took to their Facebook to subtly address the situation. The company's Facebook status was updated asking fans of the store to share their logo design ideas. The page, which still displays the old logo as its profile picture, read "We love our version, but we'd like to see other ideas."
From a PR perspective, this was a good move for Gap. By launching this logo project, it has turned a situation that created some negative backlash into an opportunity to engage with their consumers and strengthen the relationships they have. It also gives Gap the chance to connect with some new potential customers by making a place for them to express their ideas and thoughts regarding the logo. A logo is the staple of a company. Allowing customers to be apart of such an important part of the company's image will most likely leave a good taste in people's mouths. This logo project show customers and potential customers that Gap really does listen and care about what people think about their brand. Reaching out via social media outlets allows Gap to reach more people at one time. Even though they experienced negative backlash from their new logo design, they did not let the situation set them back. Instead, they turn the situation around and gave their fans an opportunity to be part of the planning process that most companies don't allow their customers to be a part of. They turned a situation around that could have potentially lost customers because of such a drastic change. This campaign opened the door for potential and current customers alike to become closer to the company and create some positive buzz about their brand.
Way to go Gap.
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