Gap's Million-Dollar Rebrand Lasted 6 Days

In October 2010, Gap unveiled a new logo, replacing their iconic blue box design that had been in use for over 20 years. The rebrand, which cost an estimated $100 million, lasted just six days before the company reverted to its original logo due to overwhelming public backlash.

This blunder has since become a case study in one of the most catastrophic rebrands in history. Where did they go wrong? Let's explore the mistakes they made in their rebrand and learn how to avoid them.

Standing Out... In a Bad Way

Let's dissect the changes Gap made, comparing the original design to the ill-fated rebrand:

MISTAKE #1: Underestimating Brand Equity

One of the most significant errors Gap made was discarding the very essence that made their brand recognizable—the iconic blue box logo. The new design featured a small blue gradient square behind plain Helvetica text. Gap's aim was to modernize their image, but they failed to recognize the emotional connection customers had with their original logo.

When we see a brand logo, we're not just seeing a design; we're recalling emotions, experiences, and associations built over years. The blue box wasn't just a logo; it represented quality, simplicity, and timeless American style. A plain text logo simply couldn't evoke the same feelings.

Key Events:

MISTAKE #2: Losing Brand Recognition

Gap's original logo was simple and clear, with "GAP" displayed boldly in white text within a navy blue box—you couldn't miss it. In the new logo, they made the baffling choice to use plain black text with a small blue square awkwardly placed in the corner.

Even worse, they chose a generic Helvetica font that could belong to any brand. In an attempt to create a sleek and modern design, they overlooked one of the most critical aspects of any logo—instant brand recognition. This

MISTAKE #3: Ignoring Customer Attachment

Perhaps the most egregious part of this redesign was underestimating how attached customers were to the original logo. This decision is genuinely puzzling. Gap already had a distinctive element that set them apart from other brands—the blue box. That's what people associated with the brand.

Removing the blue box eliminated the iconic Gap look and the brand's personality. Before, Gap customers could easily spot the brand from a distance, but after the rebrand, it became unrecognizable.

MISTAKE #4: Skipping Out on Market Research

The overwhelmingly negative response to the rebrand was a complete shock to Gap, but it shouldn't have been. Gap wasn't an underperforming, unknown brand; they weren't newcomers to the scene. They were revamping an established brand, and that should have prompted extensive market research to gauge public response. A few focus groups could have steered them away from the new logo and saved them from a very costly mistake.

In fact Adage did a survey 5 days after the new logo was unveiled, asking people if they knew about the new logo, and how it had influenced them and 17% knew of it while 29% felt it affected their decisions to buy from Gap. This could have been avoided if Gap took the initiative to do the research beforehand.

What Lessons Can We Learn?

Nobody wants to squander money on a rebrand that flops. However, refreshing your look is sometimes necessary. So, how do you avoid the same pitfalls Gap encountered with their logo rebrand? Stick to these three tips:

1. Change with a Purpose: Before redesigning anything, have a clear vision of your goal. What aesthetic are you aiming for? Who's your primary customer? Who's your ideal customer? If you're experiencing issues with your current branding, spend time understanding why. Approach a rebrand with a clear purpose instead of change for change's sake, and it's more likely to succeed.

2. Consider Your Audience: Every branding decision must revolve around your target audience. You might think you have the best idea globally, but if it doesn't resonate with your audience, you'll lose money. Get crystal clear on your audience and what they value. Conduct surveys, perform market research, and host focus groups before overhauling an established brand.

3. Don't Lose Your Brand: If your brand is known for a specific image, logo, or color, don't discard it entirely. You don't want your brand to become unrecognizable. Instead, make small tweaks centered around your existing design elements. Gradually adjust your designs instead of completely overhauling what you have.

By learning from Gap's missteps, brands can approach rebranding with more caution and consideration, ensuring they evolve their image without alienating their customer base or destroying brand equity.