Branding · Global · 2010
Gap: The Logo That Lasted a Week
Gap swapped its blue box for Helvetica and a small gradient square, and withdrew the change in about a week.
By Maer Media editorial teamPublished 4 October 20263 min readGapBranding
- Brand
- Gap
- Market
- Global
- Year
- 2010
- Category
- Branding
- Agency or team
- Gap
- Channels
- Identity, website
The context
Gap wanted to look more contemporary, but launched a new logo online without explanation or a broader story.
Customers are attached to familiar marks.
The move
The new mark appeared quietly on the website. Customers and designers objected loudly on social media, and Gap briefly invited the public to submit designs.
How it was executed
- Released a new logo online without explanation.
- Faced immediate social backlash.
- Returned to the original within about a week.
Gap swapped its blue box for Helvetica and a small gradient square, and withdrew the change in about a week.
What happened Reported facts
Gap returned to its original logo within about a week. The episode is often cited as a lesson in changing an identity without a reason the audience can see.
Why it worked Maer’s analysis
No story explained the change, so the new mark had no meaning.
What to take from it Maer’s analysis
- 01Explain the why before you show the what.
- 02Identity changes need a strategy, not just a style.
- 03Crowdsourcing a fix signals uncertainty.
Indian brands planning rebrands should explain why and test with customers first.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Gap; press coverage (2010). Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Gap.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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