Fast Company: Changing Logos

Fast Company's Steve McCallion wrote an article titled "The Real Lesson of the Gap Debacle: Logos Aren't Key Anymore."

I'm going to admit that I was so disappointed in Gap for changing its popular logo. I'm somewhat of Gap fan; the 1969 jeans are among my favorite pairs in my closet! And, I really love its plain hoodie that reads GAP across the chest. I was actually looking forward in buying one this year. However, the store decided to change that logo, causing so many negative consumer responses. The logo was boxy and black with an unusual blue square beside it. It looked like a sign for an internet company. It was ugly, to say the least, and it didn't resemble the Gap look. Thankfully, I wasn't the first customer to be completely disgusted in the redesign. Because of the many complaints, they decided to keep the original.

One great thing about Gap that people have appreciated over the years is that it has always stayed true to its fashions. Gap is the place you go to when you need something laid back and simple. Consumers also enjoy The GAP logo that has existed for over two decades. Like what McCallion said in his article, it has an "authentic social brand platform that no one else can offer." However, he did say that no one cares about logos anymore and that it really is all about the platform. I have to respectfully disagree with the Fast Company writer.

I'm going to admit that I'm not a fan of change--and perhaps that is why Gap is definitely a favorite place to shop. That is the exact reason why the company received so much backlash. There is a considerable number of people who resemble the type of person/consumer that I am: We like the classics. I love the fitted jeans that can be dressed up by adding heels and a black top. I love the cozy hoodie that makes me feel "cute" in pajama pants. I love the simple coats, the t-shirts, the button-ups, the booties, and the logo to boot! We are the ones who "need" a soft gray shirt, for whatever reason, and know where to get it.

Brand loyalty is where it is at. We grab them while they are young and keep them. GAP has brand loyalty. One way to keep the costumer is by not changing the BIG things up. Yes, innovation can be a great thing--with decor and technology (and sure, for other things as well.) But, there is a reason why your costumers stay. They love what you have to offer.