Social Media Killed the New Gap?

The famous brand, Gap, learned a little something about branding and online communities last week that the Mad Men ad men couldn’t have seen coming.

Gap has held their iconic logo for more than 20 years, and when they introduced a more modern logo, it didn’t have fans jumping up and down. Actually, the new logo was released quietly and without advertising, but fans still noticed. The iconic blue square that surrounded the white typeface of Gap was turned into a modern version that consumers didn’t appreciate.

The week following the release of the new logo, fans expressed their dislikes and opinions on Facebook and Twitter. The president of Gap of North America, Marka Hansen, even blogged to try to explain to fans why Gap is moving forward to adhere to its customers. In response, she blogged, “The natural step for us on this journey is to see how our logo – one that we’ve had for more than 20 years – should evolve. Our brand and our clothes are changing and rethinking our logo is part of aligning with that.”

One week after the release of the new logo that featured black font with a different typeface for the word Gap and a more modern, minimalist blue square overlapping the “p,” it was pulled. Gap fans protesting the new logo over Facebook and Twitter finally made the bigwigs of Gap give in, saying, “Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback. We only want what’s best for the brand and our customers. So instead of crowd sourcing, we’re bringing back the Blue Box tonight.”

Well, the fans and customers of Gap got what they wanted using social media, which may just tell us the power it can have on businesses involved in social communities. It doesn’t end there either; businesses like Design 99 are holding contests to see who can create the best new logo for Gap. The winner hasn’t been chosen for this contest, but there is still a week to vote. Unfortunately, I don’t think the voted winner’s work will be the new Gap logo either.

What do you think? Is the aspect of social media in business a good way to make huge business decisions like rebranding?