Gap President Defends New Logo

Gap president Marka Hansen spoke out in a editorial on the Huffington Post to respond to rumors and criticism about Gap Inc.’s new logo, which was revealed on gap.com this week. Critics have complained that the new logo looks like that of a business software company or a pharmaceutical firm. Others speculate that the logo was designed poorly as a publicity stunt.

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

The company seemed stunned by the level of criticism online regarding the new logo. Reported Advertising Age today, “Given the swift, predominantly negative response online, plans to roll out the new logo further now appear to be in flux.” Observers are comparing the consumer response to Tropicana orange juice’s ill-fated redesign last year, in which the juice company reverted to its old product design.

The retailer has invited comments on its Facebook page.