Open letter to Gap #2: Logo reversal should only be a stopgap
by Siegel Gale
Blogger's note: Following Gap's decision to return to its old logo, Karen Schnelwar sent the letter below as a follow-up to her initial introduction to Patrick Robinson, Gap's Executive Vice President of Global Design.
Hello again. Given your recent move from Chelsea to Tribeca we can't reach you with another message in our window, but in light of your decision to abandon the new Gap logo, we felt the need to send a follow-up note. We have more to say on the topic.
Based on the response you received (including ours, just one voice among many), the decision to move away from the new logo is wise. But please don't stop there. Rather, make this reversal just a stopgap measure (I swear, no pun intended), and plan for the right change in the near future.
It's clear from the last six years, and the last six days, that Gap has lost its way. I know that sounds harsh, but if anyone has told you differently, they're not doing you any favors. Beyond the clothing, beyond the stores, beyond the advertising, there is the idea of Gap. I'm talking about what it means in the hearts and minds of your audience, and how it lives in our culture.
We have ideas that we'd like to share, but we'll save them for an in-person meeting (the coffee invitation still stands). But there is one idea that we'll share in this note—it's about crowdsourcing.
While we think the "design our new logo through crowdsourcing" plan was not a good idea, we encourage you to keep audiences engaged by asking for their thoughts on the brand—their experiences, their impressions, their stories. In your quest to evolve, you should mine their inputs for clues and inspiration. Building on these insights and keeping this dialogue going may give your once-loyal customers reason to re-consider Gap.
So let us take you to coffee, because we'd love to speak live. We know this great place right by your new offices.
Looking forward to hearing from you, and kind regards,