Gap’s logo change — mismanaging an opportunity?

From a recent RetailWire discussion of the Gap “kerfluffle” surrounding its attempted logo change:

There are very few corporate logos that should be considered untouchable (the Apple “apple” and Target “bullseye” come to mind), so The Gap certainly had an opportunity to freshen its brand identity. The lesson learned from its reversal is not to undertake a major change without some underlying research. Whether it’s online feedback (in the era of social networking) or old-fashioned focus groups, clearly The Gap didn’t do its homework. This is not the kind of misstep that compares with New Coke or the Edsel, but it’s a good illustration of how carefully any company needs to manage its brand identity.


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