Who would have guessed that three letters and a little blue square could generate so much buzz. First a reminder of what all the fuss is about…
What’s been happening
There have been several new developments in the GAP logo saga so I though it was worth an update. First of all, GAP announced yesterday via facebook that they’re looking for spec work believe it or not.
“Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.”
Yes, I know, the nerve. Maybe they can’t afford to hire a designer?
Also yesterday, GAP told us that Laird & Partners are the ones responsible for this new logo. Some are speculating that this all may be a clever publicity stunt to get the brand in the limelight. Who knows this may be true, but that’s not my bet.
Then this morning President of Gap North America, Marka Hansen made the following statement.
“Our brand and our clothes are changing and rethinking our logo is part of aligning with that.”
“We want our customers to take notice of Gap and see what it stands for today.”
“We chose this design as it’s more contemporary and current. It honors our heritage through the blue box while still taking it forward…”
“…We’ve posted a message on the Gap Facebook Page that says we plan to ask people to share their designs with us as well. We welcome the participation we’ve seen so far.”
Are they keeping their new logo, or aren’t they?
So what can we gather from this? They’re happy with, and standing by their new logo, yet they want us to work for free and offer them alternatives?
Is this some sort of a joke? Do they have any respect for designers?
I wonder what reaction I’d get in a GAP store if I went in with my brand new jeans from H&M and politely said “I’m really happy with my new H&M jeans, they’re a perfect fit, but can I take 10 pairs of yours, free of charge, to possibly wear, at a later date, if the mood takes me.” Hmm.. I’ll have to try it to know for sure, but my instinct tells me their reaction would be “…
get f**ked no chance”. So unsurprisingly GAP, in answer to your request for spec work… get f**ked no chance.
I know this sounds a little harsh, even aggressive, but c’mon, should we really de-value our profession by indulging GAP’s request? I really don’t think we should.