heard the one about Gap's new logo?

With sales down 10% in 2009 and a further 4% this year, Gap in the U.S faced a few problems.

Was their solution to get to the bottom of it with a root and branch overhaul of the company to see where the real problem was?

Nope, it was to design a new logo. That will turn the company around they thought.

Same staff, same product lines, same customer service, same training program, same everything. New logo to convince tired customers that something was different about the brand.

Unfortunately the new logo lasted less than a week before an outpouring of opinion proved to senior management that the old blue box was just fine thank you very much. Tail between their legs the top bods have now gone back to the logo they have had for over 20 years.

The moral of the story? If sales are falling and you want to change things, your logo is one of the last places to look.

Comments

  1. This feels rather like what Coca Cola were accused of with New Coke - they did the whole thing deliberately to draw attention to their existing design and product.

    New Coke caused huge spikes in Coca Cola sales once the original product* was back on shelves. Most people say it was all a stunt, and the speed of new logo withdrawl seems to bear out it was pre-planned!

    *Except it wasn't the original product. It used cheaper and now suspect health-wise HFCS (High Fructose Corn Syrup) instead of the old Cane Sugar. One widely believed rumour is that the New Coke was just an excuse to hide the change.

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  2. Nice one

    "New Coke caused huge spikes in Coca Cola sales once the original product* was back on shelves. Most people say it was all a stunt, and the speed of new logo withdrawl seems to bear out it was pre-planned!"

    Keep posting...

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