We like our logos and we like to change our logos but sometimes you really dont need to change your logo…in fact sometimes changing your logo is a really bad thing to do, because sometimes your customers (supporters) really like your old one, in fact sometimes they are really passionate about it. As Gap found out. So Gap had planned to change their logo (one they have had since 1969) this one
to this new version:
They clearly didnt ask their customers their thoughts while developing the idea, but when they announced the plan their fans took to the web in force telling the company how they felt about the changes and after a sustained backlash the company backed down and has reverted to the old logo (you know the one, the one that there really wasnt a whole lot wrong with in the first place!). They then decided to crowdsource a new logo, but that seemed to back fire so in the end they decided:
“Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback,” the company said on its Facebook Page. “We only want what’s best for the brand and our customers. So instead of crowdsourcing, we’re bringing back the Blue Box tonight.”
According to Gap, the original logo will make its return “across all channels.”
As Mashable states:“While social media wasn’t the only reason that Gap felt compelled to revert to the old logo, it definitely was a major factor. Social media mobilized and spread the word about the logo change.”
Im not suggesting that all charities have people feeling as passionatly about their logo as Gap fans do, but my learning from this is think before you re-design and then consult your fans then think again!