Gap's new logo: a social-media experiment?


As we mentioned yesterday, Gap unveiled a new logo this week—and it was met with nearly universal disdain. But maybe it's intentionally shitty? On its Facebook page, Gap now says it's planning a crowdsourcing project to collect your logo ideas, though the brand insists it likes its own one just fine. The post reads: "We've had the same logo for 20+ years, and this is just one of the things we're changing. We know this logo created a lot of buzz and we're thrilled to see passionate debates unfolding! So much so we're asking you to share your designs. We love our version, but we'd like to see other ideas." Was this planned from the beginning? Perhaps not. But at the very least, Gap is aware of your hatred (aka, "buzz") and has opened the door to the possibility of fixing the problem, with your help. UPDATE: Bill Chandler, vp of corporate communications at Gap, tells Co.Design that this isn't a PR stunt. The new logo, designed by Trey Laird and his team at Laird and Partners, will be featured in this year's holiday advertising campaign, he says, and be part of a larger 2011 rebranding. "But before the launch goes any further," Chandler says, "we're going to see what other ideas are out there." And what do they like about the new logo? "We believe this is a more contemporary, modern expression," he says. "The only nod to the past is that there's still a blue box, but it looks forward."

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