Context

By now, we’ve all heard the story of the ill-fated attempt to re-energize The Gap with a new logo and how the online world shot it down in a blaze of tweets, blogs and Facebook postings.

Regardless of whether you think the new logo is an improvement or a disaster, or could just use a little tweaking to make it right, consider what likely went on before this unveiling. Note, I have no connection to, or inside knowledge of the workings of The Gap, but after years of working on marketing and communications projects, I would guess I’m not too far off in following assumptions.

First, The Gap has had its challenges over the last 10 years. They’ve replaced management, including the CEO, they’ve replaced creative directors, they’ve revamped their stores…. In fact they’ve been through the whole organization in an attempt to boost sales and profits. So, with all of this, it’s only natural that someone says, “hey, what about our logo?”

With that they would have initiated a project, which at the very least would have included these steps:

• Assembled a team to work on this project
• Looked at all the ways their logo is currently applied
• Looked at the competition, not only for clothing stores, but for any product or service that appeals to their target market around the world
• Defined, revised, hammered out and revised again what their logo should really communicate
• Brought in the financial analysts to determine what it would cost to re-brand the organization including changing signs, bags and all other communications media
• Pulled together a brief and met with their agency Laird + Partners, NYC
• Met many times with Laird and looked at many, many concepts
• Narrowed them down to about a dozen or so
• Likely did some kind of testing, either through focus groups or other means
• Came up with three possible winners
• Ran it up and down through the company until one version was blessed
• Tweaked and massaged it until it was “perfect”
• Rolled it out quietly on their website

And that day, all hell broke loose.

So, then… you’re the marketing director. This project has gone through an extensive process. You’ve done everything you normally would to ensure success. You’ve spent millions in real costs and in employee time. You’re well aware of the substantial costs of implementing this new logo throughout the organization (how much does one sign cost, and how many signs are there?).

The derision of the chattering masses is pounding in your ears. What do you do?

The Gap quickly caved. They’re back to keeping their old logo. For now… But now what? Do you say that the old logo is fine? Do you start again? If so, in what direction? Do you have any nerve left?

Or do you look for the smallest island in the middle of the Pacific where there are no phones and no airport?

What would you do?