Coca-Cola's Special Holiday Edition White Cans
Gap Redesigns Its Logo
Netflix Rolls Out Qwikster
NBC Brings Jay Leno To Prime Time
Gawker Media Redesigns Its Sites
Pampers New "Dry Max" Diapers
Tropicana Redesigns Its Packaging
In an attempt to refresh the brand, in October 2010 Gap tossed its classic blue logo in favor of a new, modern design. Unfortunately, as soon as the new logo was revealed, there was a firestorm of criticism. Critics thought the new logo looked amateurish and didn't match the elegance of the original logo. Even a fake Twitter account emerged from the backlash, tweeting such gems as, "This is what happens when you take a company field trip to a screening of Helvetica. Damn you Gary Hustwit!"
While others, thinking they could create a better design, started unofficial redesign contests. Surprised by the passionate response (and looking to exploit all the designers jumping to redesign the logo for free), Gap took to their Facebook account where they wrote a baffling response calling the new logo a "crowd sourcing project" and asked for free design help. But by then the damage was already done and their crowdsourcing efforts looked more like a cry for help than a smart marketing strategy. A few days later, Gap scrapped everything and announced on their Facebook page that they were returning to the old logo. "We recognize that we missed the opportunity to engage with the online community,” they wrote on their Facebook page. By undermining their social media presence, Gap turned what could have been a smart marketing campaign into an embarrassing mistake.