A new logo for the GAP (Stock Quote: GPS) showed up on the iconic clothing retailer's website Wednesday, prompting a flurry of negative reactions from Facebook and Twitter users.
Though the company issued no comment on Wednesday to explain the change, some users were quick to label the new logo as "very boring, no imagination," "awkward" and one even commented, "I made something better on WordArt today."
Another user said "Dear Gap, I have but one query: Did you actually PAY someone to come up with this?" But, as customers soon discovered, it seems GAP doesn't want to pay for the redesign.
By Thursday morning, GAP's Facebook page was updated with this message: "We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project." The comment outraged many professional designers.
"If you seriously intend to pursue a logo change, several firms specializing in this area should have been consulted," said Facebook commenter Jacqueline Turcotte Keefe, a designer from Wisconsin. "Don't insult your company and the design industry by throwing 'whatever' up against a wall and seeing what sticks. This is amature [sic] and so is the new logo."
Interestingly, GAP received the "Brand of the Year" and "Retailer of the Year" awards from the American Apparel & Footwear Association in May, prompting questions about why the company wanted to change its look in the first place.
As of now, the old logo remains on the company's Facebook and Twitter pages. The question that still remains is if this was a brilliant way for GAP to get a free logo redesign straight from consumers or if the retailer simply missed the mark and tried to cover it up with a "crowd sourcing" project.