{"id":148,"date":"2010-10-16T13:44:04","date_gmt":"2010-10-16T21:44:04","guid":{"rendered":"https:\/\/blogs.ubc.ca\/ewilliamson\/?p=148"},"modified":"2010-10-16T14:04:05","modified_gmt":"2010-10-16T22:04:05","slug":"mind-the-gap","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/ewilliamson\/2010\/10\/16\/mind-the-gap\/","title":{"rendered":"Mind The GAP"},"content":{"rendered":"

\"\"<\/a>\"\"<\/a>The GAP recently created a furor when they announced a change in their logo from the old familiar navy blue (red at Christmas) to something newer, and what they felt was, more friendly to our digital app-driven world.\u00a0 The market did not agree and there was a huge public outcry.\u00a0 So much so that GAP scrapped the new logo.<\/p>\n

GAP Inc. ran several social media campaigns to come up with the new logo.\u00a0 While GAP may not be your thing these days, it certainly is many people’s thing as\u00a0 GAP pulled in revenues of $14.2B last year and increased sales growth.\u00a0 The brand just doesn’t feel as relevant anymore, unfortunately.\u00a0 But consider what’s good about the brand?\u00a0 While you may not love it, the logo is widely recognized…and given the outcry, clearly loved by many people.<\/p>\n

The new logo is pretty bland and looks like it was created by a committee trying to pull elements of the old logo together with what they think might look good on an iPhone app.\u00a0 Is this the right way to build a brand’s equity, especially for one of the strongest brands in the world.\u00a0 Also, consider the choice of font:\u00a0 Helvetica.\u00a0 Used to be an interesting font.\u00a0 Kind of cool.\u00a0 Now, it has become ubiquitous and representative of nothing.\u00a0 Is that what The GAP wants us for a brand association?\u00a0 Good move in pulling the new logo and putting the old one back on the box.\u00a0 Wonder what the next chapter will be…this one isn’t over…<\/p>\n

[youtube]https:\/\/www.youtube.com\/watch?v=wkoX0pEwSCw&feature=related[\/youtube]<\/p>\n","protected":false},"excerpt":{"rendered":"

The GAP recently created a furor when they announced a change in their logo from the old familiar navy blue (red at Christmas) to something newer, and what they felt was, more friendly to our digital app-driven world.\u00a0 The market did not agree and there was a huge public outcry.\u00a0 So much so that GAP […]<\/p>\n","protected":false},"author":2088,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14969,2807],"tags":[14969,14972,14971,14973],"class_list":["post-148","post","type-post","status-publish","format-standard","hentry","category-branding","category-social-media","tag-branding","tag-logos","tag-rebranding","tag-retail"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/ewilliamson\/wp-json\/wp\/v2\/posts\/148","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/ewilliamson\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/ewilliamson\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/ewilliamson\/wp-json\/wp\/v2\/users\/2088"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/ewilliamson\/wp-json\/wp\/v2\/comments?post=148"}],"version-history":[{"count":7,"href":"https:\/\/blogs.ubc.ca\/ewilliamson\/wp-json\/wp\/v2\/posts\/148\/revisions"}],"predecessor-version":[{"id":158,"href":"https:\/\/blogs.ubc.ca\/ewilliamson\/wp-json\/wp\/v2\/posts\/148\/revisions\/158"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/ewilliamson\/wp-json\/wp\/v2\/media?parent=148"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/ewilliamson\/wp-json\/wp\/v2\/categories?post=148"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/ewilliamson\/wp-json\/wp\/v2\/tags?post=148"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}