Current Gap logo (left) vs. briefly updated logo (right).
Posted: Sun Jan 19, 2025 9:28 am
While the company could have worked on improving customer support, they spent money on a cosmetic upgrade, which didn't help them earn back the trust of their customers. Superficial updates like a name and logo change can’t help a company unless followed by brand identity and reputation changes.
Beyond this, the name change itself is perplexing and, frankly, a waste of money and time. Many customers were confused about whether Comcast and Xfinity were the same thing, or if one owned the other. This is the exact fear in an abrupt brand name change — causing audience confusion or ridicule which can lead to a loss in current and potential customers.
2. Gap
Image Source
Remember that list of reasons to and not to rebrand panama whatsapp number database above? Gap made the mistake of rebranding for seemingly no reason. The company changed its logo and caused outrage among its customers. Just six days later, the company returned to its original logo.
The new logo didn't communicate anything new about the brand and took the personality out of Gap’s logo. Additionally, customers had an emotional bond with the logo, and changing it for no reason caused upset customers.
Rather than immediately coming clean, Gap tried to justify the new logo as a deliberate move to crowdsource new ideas for a logo. As this was met with even more criticism, the brand quickly reinstated its original logo and finally acknowledged its error.
Overall, the urge to quickly modernize a logo has been seen as a panic strategy, rather than one rooted in a true desire to shift a brand’s positioning or perception. If there’s nothing to back up a move this big (and expensive), it is more than likely to receive negative backlash.
3. Weight Watchers
Weight Watchers new logo with updated brand name “WW.”
Beyond this, the name change itself is perplexing and, frankly, a waste of money and time. Many customers were confused about whether Comcast and Xfinity were the same thing, or if one owned the other. This is the exact fear in an abrupt brand name change — causing audience confusion or ridicule which can lead to a loss in current and potential customers.
2. Gap
Image Source
Remember that list of reasons to and not to rebrand panama whatsapp number database above? Gap made the mistake of rebranding for seemingly no reason. The company changed its logo and caused outrage among its customers. Just six days later, the company returned to its original logo.
The new logo didn't communicate anything new about the brand and took the personality out of Gap’s logo. Additionally, customers had an emotional bond with the logo, and changing it for no reason caused upset customers.
Rather than immediately coming clean, Gap tried to justify the new logo as a deliberate move to crowdsource new ideas for a logo. As this was met with even more criticism, the brand quickly reinstated its original logo and finally acknowledged its error.
Overall, the urge to quickly modernize a logo has been seen as a panic strategy, rather than one rooted in a true desire to shift a brand’s positioning or perception. If there’s nothing to back up a move this big (and expensive), it is more than likely to receive negative backlash.
3. Weight Watchers
Weight Watchers new logo with updated brand name “WW.”