We’re all aware of the backlash that’s hit Gap Inc. this week thanks to the company’s logo redesign, but Siegel+Gale is trying to lend a helping hand to the beleaguered brand via an open letter directed at Patrick Robinson, Gap’s executive vice president of global design.
Part of the letter, which is attributed to S+G senior strategist Karen Schnelwar, reads:
“My company consists of highly imaginative strategists and designers, and we’re reaching out to you in this direct and relatively unconventional way, because we have strong feelings about the new Gap logo. Strategically and creatively, this is a misstep for the brand…Seasons and trends come and go, but brands endure, and we’d like to share our thoughts on how to help Gap shine.”
Schnelwar followed up her comments with an invite for Robinson to get coffee and discuss the matter. To further drive the message home, Siegel+Gale went as far as to hang up a banner to try to get the exec’s attention on its office window…which just happens to face Gap’s offices. No word yet on whether it worked. See below and read the rest of the letter here.
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