In an example of the power of social media as a business feedback tool, clothing retailer has reverted back to its former logo as a result of criticism it received about its new one via Twitter and Facebook.

The familiar “Blue Box” design is to return after the new “more contemporary, modern expression”version of black writing on a white background with a smaller blue box being overlapped in the top right corner. Gap’s Facebook page announced in the early hours of this morning UK time:
“Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback. We only want what’s best for the brand and our customers. So instead of crowd sourcing, we’re bringing back the Blue Box tonight.
They also issued a press release to the same effect.

Despite the money ‘wasted’ on developing a new logo that now won’t be used, Gap may well have avoided brand disaster by responding so quickly. In days pre-social media, such a a backlash would have perhaps been more subdued and certainly slower to reach the powers that be within the company. So while many may fear the power of social media when business decisions are so publicly criticised, the positive side is that instant feedback also allows for instant reaction.


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