New Gap logo ignites firestorm

gap_logo.top.gifGap's new logo (left), riffs off of its iconic image. By Blake Ellis, staff reporter


NEW YORK (CNNMoney.com) -- A new logo is a gamble. It can brighten up a company's image -- or enrage loyal customers.

The Gap learned that lesson the hard way, after debuting a new logo earlier this week that immediately touched off a customer backlash. Now the retailer says it's rethinking the change.

The store's new logo updates its 20-year old predecessor with a smaller blue box sitting above the "p" in Gap.

Since the logo's debut on Monday, Gap (GPS, Fortune 500) customers have been storming social media sites like Facebook and Twitter to tell friends -- and the company -- just how they feel about the new logo.

"This is the worst idea Gap has ever had. I will be sad to see this change take place," a Facebook user wrote on Gap's Facebook page. "If this logo is brought into the clothing [store] I will no long[er] be shopping with the Gap. Really a bummer because 90% of my clothing has been purchased there in the last 15+ years."

To appease disappointed customers, Gap immediately responded to the feedback -- and asked for better ideas.

"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," the company said on its Facebook page late Wednesday. "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."

Marka Hansen, president of Gap North America, defended the logo on The Huffington Post Thursday, writing in a blog post that the move brings Gap into the modern age.

"We want our customers to take notice of Gap and see what it stands for today," she said. "We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward."

What isn't moving forward is Gap's share price, which at $18.25 is down 13% year-to-date.

And sales have been flagging for some time. Major retailers posted same-store sales results earlier this week that largely beat expectations, but Gap was one of the only companies that logged a sales drop. The retailer said sales fell 2% in September, which it described as a "challenging" month. To top of page

Frontline troops push for solar energy
The U.S. Marines are testing renewable energy technologies like solar to reduce costs and casualties associated with fossil fuels. Play
25 Best Places to find rich singles
Looking for Mr. or Ms. Moneybags? Hunt down the perfect mate in these wealthy cities, which are brimming with unattached professionals. More
Fun festivals: Twins to mustard to pirates!
You'll see double in Twinsburg, Ohio, and Ketchup lovers should beware in Middleton, WI. Here's some of the best and strangest town festivals. Play
Index Last Change % Change
Dow 17,189.45 215.14 1.27%
Nasdaq 4,566.26 17.03 0.37%
S&P 500 1,994.53 12.23 0.62%
Treasuries 2.31 -0.01 -0.47%
Data as of 2:38pm ET
Company Price Change % Change
Facebook Inc 74.16 -1.70 -2.24%
Bank of America Corp... 17.07 0.08 0.47%
Intel Corp 32.71 -1.21 -3.57%
Apple Inc 106.94 -0.40 -0.37%
Avon Products Inc 9.99 -0.97 -8.85%
Data as of 2:21pm ET

Sections

An annual federal government census found about 578,000 homeless individuals nationwide, down about 2% from last year. More

Plasma TV production is about to end, as LG says it is going to stop producing the once-popular TV sets. More

San Francisco-based Tumml is an accelerator fostering 'urban impact start-ups' that aim to tackle civic problems -- and turn a profit. More

Amy Kukec thought leaving her abusive husband would be the beginning of a new life, but so far she's hit one debilitating financial roadblock after another. More

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer.

Morningstar: © 2014 Morningstar, Inc. All Rights Reserved.

Factset: FactSet Research Systems Inc. 2014. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2014 and/or its affiliates.