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THE BLOG

Gap: Sticking With a Classic

We've heard you. And, after much thought, Gap will keep its classic blue box logo.
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We've heard you. And, after much thought, Gap will keep its classic blue box logo.

While last week I mentioned that we'd be tapping into the outpouring of passion from customers for design ideas and feedback, we realized this wasn't going to work. It wasn't the right project for crowd sourcing. In fact, all roads were leading us to the classic blue box.

We've learned a lot in this process and know we did not go about this in the right way. Ultimately we have learned just how much energy there is around our brand, hearing over and over that people are passionate about the blue box. We want to continue this dialogue. We're committed to reaching out to our very vocal community of customers so they can participate in future creative projects.

In the meantime, the gap.com website will go back to our blue box logo and for the holidays, we'll turn our blue box red for our seasonal campaign.

At Gap brand, our customers have always come first. There's nothing more important to me and our brand.