Gap’s attempt to “pimp up” its brand personality by changing the logo has come to nothing due to the reaction of the public. Brand personality is nothing but assigning specific human characteristics to a brand. These characteristics can be expressed through individuals representing the brand, advertising, packaging,… but also through the logo for instance. This means that when Gap changes the logo, in a way, the brand personality would change too. That’s why Gap received a lot of criticism from its costumers after the introduction of the new logo. The costumers feel passionate about the original logo, they recognize themselves in the personality it represents. Gap simply betrayed their passion and their relationship with the brand while changing the logo. Luckily, the high street retailer solved the problem quickly by scrapping the new logo and bringing the old blue box logo back. The company learned from its mistake and will handle differently in the future. Vienna Deschrijver
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