I went home for Butler’s fall break this week and was catching up with my mom at dinner one night. At some point in the conversation, I asked her what she thought of the new Gap logo and that whole controversy – to which she replied, “huh?” Shocked that she hadn’t heard, I filled her in. At the end of my spiel about rebranding, crowd sourcing and regret, she was stumped. “So…what’s the big deal?” she asked. Oh, boy….
I won’t bore you with the story of what happened with Gap. (If you don’t know about it, read here.) And I definitely can’t offer insight or opinion on the topic better than the next person who’s blogged or commented on the situation thus far. However, the conversation with my mom made me think about something entirely different. For those who aren’t connected on Twitter, read blogs, and constantly interact with people/resources in the advertising industry – are rebranding efforts THAT big of a deal? Does an altered logo change consumer behavior for all other audiences who couldn’t care less if a color or font is suddenly different? It also made me wonder to what extent a logo can change before “mass” audiences notice. For example, MasterCard changed their logo about four years ago (did you notice?), and State Farm Insurance recently updated theirs as well. I’m curious to see how many people outside the industry notice these things, and what it takes for them to talk about it.
It’s hard to put myself in my mom’s shoes, because I’m all over the design and advertising industry, and make it a way of life. But I’m interested to see if the off-Twitter community and older generations even care about efforts like these. To me, the whole Gap situation was a terrible mistake and I can see why the company went back to the old logo. It totally changed my perception of the company, even though I don’t shop there and don’t know much about it. But is that a universal reaction? I doubt it. Hmm…