GAP tried changing its logo from its classic blue-box logo to a more casual image. Not a good idea. The reaction was quite negative. As GAP explains about its new GAP image:
Since we rolled out an updated version of our logo last week on our website, we’ve seen an outpouring of comments from customers and the online community in support of the iconic blue box logo.
According to one media report:
More than a thousand negative comments had been posted to Gap’s Facebook site, and @Gaplogo had its own Twitter stream to lambaste the fashion giant for daring to change the iconic “blue box” logo.
This new image may have been a way to deliver a more modern image for its products, but quietly substituting it for the iconic logo did not work for the public.
Logos are symbols that project an image of the company to the public. As I have explained,
Projections are not the substance of your Core Culture, but rather the reflections of the organization to the public. Projections include the name of your organization; its logo and other corporate symbols; the location of your corporate headquarters; the image of the leader; the design and appearance of your offices and stores; employees’ dress or uniforms; marketing, public relations and advertising; and your community activities.
Projections are easy to manipulate, but highly emotional. Any changes in Projections can have a dramatic reaction from both customers and employees. Organizations must be careful when they make such changes because it can impact attitudes and commitment.
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