Last week, seemingly out of nowhere, the Gap decided to change their logo. For a major corporate brand like them, you'd better believe that many people weighed in, lots of money was spent and numerous discussions were had before this shift occured. So it must have come as a surprise, then, when the public revolted -- quite literally. The twittersphere was up in arms and the Gap's Facebook page was littered with hateful responses. It was almost as if people felt personally offended that they weren't first consulted. Well, after a week of flip-flopping and ho-humming, the Gap announced this morning that they would be returning to their classic logo.
In addition to being a pretty major embarrassment for one of the biggest clothing manufacturers in the world, this is also a major indication of the way that corporations interact with their consumers. Long gone are the days of delayed feedback. Gap made a change, the public reacted immediately and the company made adjustments, all in less than a week. Back in 1969, when Gap was established, nobody could have ever predicted the direct power that the consumer would have, and exercise, on corporations. Even ten years ago, in 2000, before the advent of Twitter and Facebook, companies were still protected in an ivory tower. In a strange way, social media has restored Democracy by once again putting the power in the hands' of the people. So enjoy the new old Gap logo, everyone. After all, you chose it.