Fast Company’s Co.Design recently featured an article on how Gap’s logo debacle shows how logos are no longer key to brands. ...
Fast Company’s Co.Design recently featured an article on how Gap’s logo debacle shows how logos are no longer key to brands. “We should be looking beyond superficial, static graphics and examining the social brand platform, instead.”
I disagree. First off, logos are not dead. If they were, then there would not have been such a huge response regarding the Gap logo change.
While socially engaging business strategies are a “must” in todays business world, even great, innovative companies need to have an identity that reflects and communicates their brand.
A strong and unique mark is a seal of excellence to the company. The original Gap logo had years of company history built into the mark, and a successful new logo would have delivered a timeless classic mark to build the next 50 years of the company on top of it.
The real lesson the Gap debacle teaches us is the importance of great design, and the need to educate the public on how much design can influence the success of a brand. So while businesses should engage their audiences with new, socially engaging programs, but we cannot forget to give equal weight to the brand’s designed expression, the logo.
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Dec 5, 2010
4:25
LOGOS and branding are definitely not dead! The American Red Cross constantly talks about branding and reaching out to different age groups, etc. We are always on our toes – if we get ‘stale’ and we don’t keep up with the times – we lose out on much needed blood donations and monetary donations. I believe the Red Cross is 2nd in recognition as far as logos go (after coca cola)