Sunrise Packaging Blog

The Risk of Rebranding

In an attempt to re-brand the Gap name and logo with a more modern and contemporary look, strong consumer complaints have lead Gap back to its original logo. Two days after the new logo release, consumers poured out their disapproval via the Internet. Social media sites like Facebook and Twitter have been stampeded with dissatisfaction and annoyance for the new logo. This resulted in Gap pulling the logo and retreating back to the classic navy blue background and white lettered design, that has been in place for more than 20 years.

This type of situation has been seen before involving other companies trying to introduce a different look for their products. In 2009, PepsiCo tried by creating a new look for their Tropicana orange juice cartons which resulted in consumer disapproval and a decrease in sales.

This negative feedback is just a building block for Gap. The negative criticism Gap received is just one way they are trying to forward and find a new design for the logo. The implementation of a crowd sourcing project on their Facebook page is asking for fans and consumers to share their ideas and designs.