1. New Gap logo designed by committee. But which committee should we listen to?

    It is unequivocal that we need to create and develop brands that are meaningful to their end users and crowd sourcing or indeed any other form of user testing is a good way of doing that BUT…can you imagine the complexity of absorbing millions of opinions every time a piece of new communication is developed ? I know this isn’t the suggestion being made but my point is in the world of “the crowd as king” there surely must be a place for people with actual training and experience to think of this stuff.

    As stated, it will be a case that agencies have to methodically manage this feedback early on in the development process to create more relevant and LOVED brands.

    Ironically, the new Gap logo probably WAS designed by committee and look at the result.

  2. UPDATE:

    A two phased update from Gap, the first was that they decided to try and crowdsource their new logo by posting a message on their Facebook page and requesting users to submit their designs, and now finally they have decided to return to the original design.

    See the articles and press release here:

    “Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback,” the company said on its Facebook page. “We only want what’s best for the brand and our customers. So instead of crowdsourcing, we’re bringing back the Blue Box tonight.”

  3. As I mentioned in a PR presentation here at LB when they were referencing the DELL case study, It’s sometimes good to be the glazier AND the brick maker. Smash the window with the brick and react very quickly with a new window. It makes you appear to be both good at noticing what the customers want and being able to react quickly with a solution.

    How brilliantly cynical.

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