(Gap logo poll updated with Gap's attempted crowd sourcing project and Marka Hansen's statements.)NEW YORK ( TheStreet) -- The new Gap ( GPS) logo debut surprised consumers and outraged the design community, causing the retail company to revert to its original logo. One week after quietly unveiling the logo on its Web site, the retailer announced late Monday that it was abandoning its new logo.
Wall Street Strategies equity research analyst Brian Sozzi thinks that Gap shouldn't have looked to the world of social networking so quickly for feedback. "Gap's management team bumbled the delivery of the new logo, immediately turning to its Facebook and Twitter fans for feedback," Sozzi said. "The use of social media, while great to gauge product acceptance, hurt Gap's long overdue step into the new generation of specialty apparel retailing. The debacle may have also been indicative of where Gap stands as a retailer. "Ultimately, I think the logo brouhaha demonstrates that Gap is struck in between the past (1990s iconic khakis and t-shirts) and where it wants to go in the future (merchandise that is at the leading edge of fashion, though will still be en vogue year after year," said Sozzi. Hansen said that in the future the Gap would take a different route if it decides to make any changes. "There may be a time to evolve our logo, but if and when that time comes, we'll handle it in a different way," Hansen said. The decision on the new logo was one of TheStreet's 5 Dumbest Things on Wall Street last week. Redesigning the logo was a big risk. Gap is the 84th most-valuable brand in the world, valued at nearly $4 billion according to a study conducted by Interbrand. Was that risk worth it? We'd like to hear what you think. Take our poll and find out what other readers of TheStreet think about how Gap handled its logo redesign.
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