How Gap turned its logo disaster into a social media opportunity

Fashion retailer Gap has been praised for its use of social media, with the company offering customers the chance to redesign its logo online after its own version was met with some harsh backlash.

One social media expert says the decision to crowd source a new logo demonstrates how sites like Facebook and Twitter can be used to turn mistakes into opportunities.

The situation began earlier this week when Gap posted its new logo, moving away from the popular design the company has used for over two decades. The company said it was a more, “contemporary, modern expression”, but unfortunately, the customers didn’t agree.

The company has been bombarded with criticism on Facebook and Twitter, with users calling the logo a complete shambles and quite unsightly. The new design has sparked user-generated logo contests, and even a parody site called Crap Logo Yourself.

Gap management reacted quickly. Just yesterday, it sent out a message on its Facebook page to hundreds of thousands of users, saying that while the company still likes its new design, it wants the customers to be involved.

“Thanks for everyone’s input on the new logo! 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.”

In an interview with Co.Design, Gap vice president of corporate communications Bill Chandler said the company will soon set up a process for handling the entries.

While the idea has still been met with some hesitancy, especially by the graphic design community, SR7 chief executive James Griffin says the incident shows how large companies are able to react to criticism quickly.

“I think Gap should be commended for taking their social media community seriously enough to allow them to have input into their new logo and branding. I also think it’s a great example of how companies can use social media to great effect.”

Griffin says by simply acknowledging the problem, Gap has improved its reputation. He says using social media delivers them the same effect as good press, without even having to do much at all.

“The first effect is that they are getting more input from their social media users, so that’s a good collaborative tool, and secondly, it’s generating unpaid media. There is an effect here which they aren’t paying for, and that occurs in how this story is covered and the positive image they’re getting out of it.”

Griffin says the incident also shows how companies are listening more to their user base, and are shortening their reaction times. He says businesses need to learn from the experience and use social media to fix problems as soon as they arise – not leaving them hanging unaddressed for days.

“I think this demonstrates that organisations are now more willing to listen to their customers, opposed to just making decisions internally. They are verbalising the problem – it’s a good step. Businesses should do the same.”

But DDB digital strategist Con Frantzeskos says the company needs to be careful. He says trying to fix the issue after-the-fact exposes the company to criticism.

“It can build up false hope, because there is no certainty there as to how they’ll incorporate the user designs into their own logo. To me, they could be undermining their own work there.”

“They seem to have opened a can of worms after the event. Of course some people aren’t going to like the logo. I would advise my clients, personally, to do that sort of thing as a whole process instead of a reaction.”