How do you feel about the Gap logo?

I'm fascinated by the controversy surrounding Gap's decision to launch a new logo... and then cancel the launch because Facebook fans lashed out.

I think what I'm most surprised by is the reasoning behind rebranding such a strong logo. The blue block logo, which has been Gap's identity for over 20 years, is iconic. And, as far as I know, neither the media nor the consumer has ever had an issue with the logo being tired or needing a fresh overhaul. In fact, the brand loyalists wasted no time sharing their feelings of betrayal with Gap via social media. "Betrayal" sounds like a harsh sentiment, but if you've read the thousands of comments in response to the logo unveiling, you'd know that's a fairly tame descriptor.

In response to the backlash from consumers, Gap's president Marka Hansen posted a blog in The Huffington Post, stating, "We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward." She followed this with an invitation for readers to submit their own designs for the company to consider in their re-evaluation of the brand.

And only days later, the company reverted back to the blue block image from two decades prior with a Facebook status reading, "Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback. We only want what’s best for the brand and our customers. So instead of crowd sourcing, we’re bringing back the Blue Box tonight."

Personally, I am with the masses in my feelings on the new logo. But then, no one ever likes a new logo. Change isn't easy for brand loyalists - even when it doesn't directly affect the product. What I want to know is why Gap didn't expect the negative response, and more importantly, why they didn't stay the course. If they really believed they were taking the brand forward, then they never should have changed the logo back.

Though I must say... I'm glad they did, even if it was for Whiner Nation. What do you think?

Does your tagline effectively sell your product?

Yesterday on my way home from work, I drove by a rent-to-own tire shop. As if that concept isn't strange enough, they were celebrating a "Summer BLOWOUT Sale!" (Pause for irony-induced chuckle? I did.)


I wasn't sure if they were blowing out their inventory or if they were having a sale on tires that would blow out any day now. Or perhaps, due to the summer heat, people are having more blowouts than usual, in which case, they decided to have a sale? My head was spinning trying to figure it out. I'm sure the intention behind the promotion was good, and sincerely enthusiastic (the sign was really bold and colorful, after all), but it certainly left me confused and surely I am not alone in my bewilderment. 


Is the well-strategized tagline a dying breed? Have the "Just Do It" and "You're in Good Hands" power houses failed to inspire smaller businesses to strive for succinct and compelling tags or slogans of the same nature? Jim Morris seems to think we may be heading in that direction. 


In an article published in AdWeek, Morris, writer and tagline specialist, says, "There are precious few copywriters left capable of teaching the discipline and, besides, no one's asking them to. As a result, taglines are losing their central role in developing ideas and defining brands. The more brands that opt to go without a tagline, the more it will become the norm." So what is the future of tag lines in advertising?


Morris goes on to say, "Tagline assignments are dwindling, as is the quality of effort devoted to them. The more meaning that has to be jammed into fewer words, the bigger the challenge. The result is even more superficial taglines. As the quality of the taglines that clients are exposed to is degraded, demand is further eroded."


I personally have an affinity for exquisitely creative copywriting and I hope this trend quickly changes course. Or, perhaps, evolves into a new level of copywriting that we've yet to bare witness. We all know how important it is to stay true to your brand, and I hope that even as the digital age continues to impact traditional media, that some things, like plain old good marketing, will adapt to this new environment, but never lose the beauty like that of a solid tagline.


In the meantime, if you're looking for some new tires but aren't ready to commit to ownership, you really can't pass up the rent-to-own Summer BLOWOUT Sale. 

TypeKit redefines web-friendly fonts

As even a novice web designer knows, there are certain fonts that are considered safe to use on your websites - and you're generally supposed to steer clear of less common fonts. Typical choices include fonts that most visitors will already have installed on their computer like Arial, Helvetica and Comic Sans (yikes!). While Helvetica could be considered a timeless and beautiful font, sometimes a designer seeks a little more expression. With so much text living on the web, it only seems natural to want some control over the appearance of your own website's text.

Typekit allows web designers more freedom in font selection - while staying true to HTML best practices. While it's now possible to link to any font file from your CSS code, it presents a problem with copyright legalities. Who wants to bother with that mess? Typekit allows you use real fonts on your website through their subscription-based service. You can even try it for free.