In case you have not seen it, Gap’s debut of a new logo created much controversy over the past few days, with Gap coming out to say that not only are they open to suggestions but that this is a part of a new crowdsourcing project. I don’t buy it. It feels more like an ill-conceived excuse to not stand by their marketing partner and their own convictions in the face of controversy.
By not standing behind their newly created mark, the company shows their weakness in direction. Gap needs to get back to delivering an innovative product and simple American storytelling. Something American Apparel and their CEO Dov Charney (a Canadian to boot!) stole right out from under their noses.