How important is your logo? If you make a good product, turn a profit, and enjoy strong customer support, does that little logo really matter?
Just ask Gap. In October 2010, facing a slide in their share price, the clothing retailer ditched their elegant white-lettered, blue square logo in favor of a new model that switched the ‘a’ and ‘p’ to lower case and shrunk the blue box to barely overlap the ‘p.’
Gap customers roared in disapproval. A firestorm of Gap trash-talking ignited on Facebook and Twitter. Within a week, Gap reverted to their old logo, tail between their legs.…Continue reading