Oct 20 2010
The Gap Logo Debacle
The Gap Logo Debacle: A Half-Brained Mistake
12:03 PM Friday October 8, 2010
In a delightfully pro-design screed, a blogger for the Harvard Business Journal takes Gap to task for their logo failure of new-Coke proportions. Some of his best comments follow:
“Most companies don’t take design seriously, but they damn well should.”
“Most companies see design as a superficial afterthought on which a few pennies are spent if there are a few bucks left in the budget. … All of which is why, when you think about it, Steve Jobs is having the last, delicious laugh. Apple’s book value is about $32 billion (you can adjust that up or down by a few percent depending on how you define book value). But Apple’s market cap is over $262 billion. That difference of more than $200 billion? Maybe not every penny of it’s the result of a few ground-breaking designs, but I’d be willing to bet that a sizable chunk of it is the result of the capability to be able to break new ground in design — which they do by taking it seriously.”
You can read all of the article here:
http://blogs.hbr.org/haque/2010/10/the_gaps_logo_debacle_a.html
