Gap Attempts To Rebrand

In the midst of the Gaps' Sprize card craze, their annual kids casting, and their 'donate your old jeans drive' a lot of consumers failed to notice the quiet re branding of Gap.  They took their classic blue box logo that we've all grown to love and replaced it with a boring 'helvetica' logo with the old box pushed to the back.  Although Gap Inc (Gap, Banana Republic, & Old Navy) pulled in a whopping $14.2 billion in revenue last year it's no secret they've been struggling to stay on top - Gap itself still recorded having a loss . 

During the 80, 90's & early 2000's Gap was sitting in a comfortable position as a leading brand in the fashion industry.  Today by ditching their classic logo recognized world wide and trading it in for a logo that looked like it cost them next to nothing demonstrates a typical brand panic move.  Good thing they know how to listen - after implementing the logo there was nothing but negative feedback from buyers and clients all over the world.  The Gap has now dropped the new logo and went back to the classic blue box (THANK GOODNESS).

They have made baby steps to work towards improving their image including hiring designer Patrick Robinson back in 2008 and improving everything right down to the quality of fabric used for their tshirts.  Now they've learnt the hard way that the one thing that does not need meddling with is the logo that has been with them for over 20 years. 

With Love,

Jillian