The soap opera appears to have wound down around what must have been one of the worst weeks in the Gap’s existence.
The now-you-see-it-now-you-don’t new logo debacle (read about it here) was mercifully put to rest today with the announcement (read the full text here) that the old Gap logo in the blue box has been restored.
Marka Hansen, Gap’s President, admitted what we all knew the entire time:
- The old logo was just fine, and drastically altering it was a bad idea
- Crowd-sourcing is no way to go about creating a new logo
“We are clear,” her statement read, “that we did not go about this the right way.”
There is a good lesson in here about engaging the online community’s sentiments before you go to the trouble of trying to give them what you assume they want.
There is another good lesson about the folly of putting your brand ID in the hands of the mob through crowd-sourcing. The process, with its thousands of amateur and comical efforts, put the brand into ridicule.
And there is yet another reminder of the importance of telling the truth. If you’ve got it wrong, say you’ve got it wrong and take steps to get it right – as the Gap has finally done.
When the water starts rising above your chin, you shouldn’t be telling everyone how much you love to swim.