Gap, you’ve caused quite a stir lately. “I have a new logo, wait, I mean, a possible new logo, wait, not a new logo…” and while I know that all of this is old news, it bears the question, what happened? You were once so confident, so carefree and wonderfully self-assured. Since when did you care what others thought? If you are to be the trendsetter you’ve been for so long, you need to keep pressing on. My chubby self didn’t get on board your skinny jeans trend (you should be thanking me) but that didn’t mean you backed off the trend because the majority of Americans are over-weight… you joyfully rubbed it in our faces. And now, you’ve grown self-conscious.
The Rules: The brand is subjectively rated on five categories and given an overall brand score.
- Overall Brand Appeal – 4
Trendy and happy, carefree… until now. You’ve shown us a weakness. - The Logo – 2
I didn’t care for the old one, didn’t like the new one and the flop flop didn’t make me like the new old one that’s the same. - Brand Aesthetics – 5
As a fashion brand (and being fashionably delinquent, I’ve had no complaints and always love your use of white. - The Tone – 2
Before this mess, I was always proud of how you presented your brand in strong, simple ways. Now, I don’t know who you are… - The Message – 2
“We’re the Gap. Please like us.”
Brand Score: 15 (out of a possible 25)
Closing Thoughts: Please remember who you are and come back to us.
For a complete re-cap of what Brand New called “Gapgate” read the links below:
Brand of the Week: Coca-Cola
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