Gap Already Admitting That New Logo Sorta Sucks

Earlier today, we wrote about the harsh criticism already being heaped upon the new — but not exactly improved — Gap logo. And apparently the negative feedback already has the retail chain on the lookout for something newer and improveder.

Last night on its Facebook page (which still features the old logo), the Gap issued this half-hearted statement, which attempts to both spin the branding update into something positive while also asking people to send in new logo ideas:

Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.

The folks at Brandchannel.com are hypothesizing that the crappy new logo was possibly just a stunt to draw some attention to The Gap. “And the whole logo ‘redesign’ was meant to drum up media attention so Gap could engage consumers in another PR stunt to redesign its logo?” asks the site. “We smell a contest in the near future. Free khakis for life?”

What do you think — crappy design work or savvy PR stunt? (Or maybe it’s a crappy PR stunt?)

Gap Logo Redesign a Stunt? Joke is on Brand [BrandChannel.com]