Brève aura été la durée de vie du nouveau logo Gap. A peine le géant du prêt-à-porter américain avait-il présenté, la semaine dernière, son nouveau logo (signé par l’agence Laird & Partners) que les internautes se déchaînaient, se moquant de la nouvelle identité graphique de la firme. Le “Gapgate” a fait les gros titres partout en Amérique du nord (et ailleurs), CNN allant même jusqu’à annoncer que les réseaux sociaux sur Internet avaient « tué le nouveau logo Gap ». Marka Hansen, présidente de la marque pour l’Amérique du nord, a finalement publié une lettre pour annoncer l’abandon du pauvre logo conspué. Dont acte.
This must be the most short-lived logo in the history of branding. As soon as The Gap released their new logo (created by Laird & Partners), a gigantic uproar spread throughout the Net. The ‘Gapgate’ has made the headlines everywhere in North America. CNN even announced that the Internet social media had « killed the new logo ». Marka Hansen, President of GAP brand North America, finally issued the following statement, to explain the complaints had been heard and the new logo abandonned.
“Since we rolled out an updated version of our logo last week on our Website, we’ve seen an outpouring of comments from customers and the online community in support of the iconic blue box logo. Last week, we moved quickly to address the feedback and began exploring how we could tap into all of the passion. Ultimately, we’ve learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we’ve made the decision not to use the new logo on gap.com any further.
“At Gap brand, our customers have always come first. 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.
“In the meantime, the website will go back to our iconic blue box logo and, for Holiday, we’ll turn our blue box red for our seasonal campaign.
“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.”
(sources le Nouvel Obs & Creative Review)