If it ain’t broke, why “fix” it??

6 Responses to "If it ain’t broke, why “fix” it??"

  • Victor Cayuela
    October 8, 2010 - 1:07 pm

    Very thoughtful and entertaining article! Terrific! Liked it very much!

  • […] This post was mentioned on Twitter by More than Branding, Maria Elena More. Maria Elena More said: New post: If it ain't broke, why "fix" it?? http://bit.ly/cOvC1p […]

  • Maria del Mar
    October 8, 2010 - 6:35 pm

    Wow I didn’t know this happened! It’s incredible like just one bad step in a logo change can influence on how you see a brand. Be careful grafic designers out there!!!
    Btw, interesting article! 😉 keep it up!

  • kynvelyn
    October 9, 2010 - 12:46 am

    I think I “get” the new logo (thinking “outside” the box). And, Ms. Hansen does say that the clothes are changing, too.

    But, I think it’s also true that they have just defeated the purpose of branding to begin with. And, depending on whether the changes in clothing designs are well received, could irreparably damage the Gap reputation. Ms. Hansen may have been wishing to make a name for herself… unfortunately, she may get what she wished for.

  • aholsteinson
    October 10, 2010 - 8:43 am

    I am not a gap customer but the new logo is not an evolution (as Hansen claims), showing a gradual improvement of the existing logo, but a complete rupture from it. There is not a single aspect in the new logo which remained from old one and the new logo actually fails to achieve the professionalism and iconic image of the old one. The use of Helvetica is so common that it makes the logo feel tired and uninspired, lacking anything which distinguishes it from the crowd and the oddly placed square with the gradient says absolutely nothing. It is like those pieces of “modern” art which draw a red dot in a white canvas and want to pass that of as some kind of meaningful piece of art, when in truth it really means nothing and intrigues only by people’s inability to make sense out of it.

    Good link: http://www.logodesignlove.com/gap-logo

  • Maria Elena More
    October 11, 2010 - 10:22 am

    Thanks for your comments, everyone! I appreciate your input. You all shared many of my feelings towards this case. Marketing is supposed to persuade customers to love your brand and to take it forward, not backwards. I think this is a great example of poor management and execution. From all parts of the spectrum- corporate identity, graphic design, PR, you name it. I’m interested in seeing how they will handle this case from now on. I’ll keep you posted!
    Thanks again!
    Maria Elena

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