GAP Logo Change Decried by Customers

By Alex Johnston
Alex Johnston
Alex Johnston
October 8, 2010 Updated: October 1, 2015

GAP's logo change has sparked widespread criticism from netizens. (Screenshot of GAP.com)
GAP's logo change has sparked widespread criticism from netizens. (Screenshot of GAP.com)
The Gap logo, that ubiquitous trademark found on millions of shirts, sweatshirts, and bags, was redesigned this week, prompting outrage from customers used to the old logo. 

Gap Inc., based in San Francisco, unveiled their new logo on Monday and said they will start using it in marketing and in certain stores starting in the next several weeks.

The new logo places black “Gap” wording against a white backdrop with a small blue box in the top right corner. The original was a blue box with tall white lettering.

After Gap released its new logo, Gap customers expressed displeasure with the new look, including some negative comments on GAP's Facebook page.

“Why mess with a classic? Nothing was wrong with the logo,” said Facebook user Misty Rose Salant on the company’s Facebook page.

“I love shopping at the Gap for my whole family and we shop there weekly … please don't make me not want to shop there anymore,” she added.

GAP president Marka Hansen defended the choice on her blog on the Huffington Post.

“We chose this design as it's more contemporary and current,” she wrote. “It honors our heritage through the blue box while still taking it forward.”

Hansen asked customers to send in their own designs.

“The natural step for us on this journey is to see how our logo – one that we've had for more than 20 years – should evolve. Our brand and our clothes are changing and rethinking our logo is part of aligning with that,” she said.