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Customers Prefer “Old” Gap Logo

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The Gap won't be changing its logo any time soon. (Image: Dorsetdude, Wikimedia Commons)

The Gap is a popular clothing store. It sells clothes for babies, kids and adults.

Have you ever seen The Gap’s logo? Millions of people have and they obviously like it, because when the retailer decided to change its logo, its customers revolted.

The Gap posted its proposed new logo on its website. It said the new logo was more modern than its old logo.

But before it could replace the old logo with its new one, customers started complaining. They complained on Facebook and Twitter and they sent e-mails to the company.

Within a few days, they knew they had made a huge mistake. Customers liked the old logo and didn’t want it to change. So they changed their mind, and withdrew the new logo.

On their website they posted a note to customers: “OK. We’ve heard loud and clear that you don’t like the new logo. We’re bringing back the Blue Box tonight.” The “blue box” refers to the fact that the old logo is the word GAP inside a blue box.

Some people are wondering if the “new logo introduction” was just a way to sell more clothing. Even though it looks like The Gap made a huge error, in fact they received a lot of attention from millions of people—and it didn’t cost them a cent.

And it turns out, they needed the publicity. Sales at Gap stores in North America have been falling this year.

Whatever the reason, there is no doubt that The Gap won’t be changing its logo any time soon. Its customers have spoken.

Related Links
The Gap’s statement about the logo change.

CURRICULUM CONNECTIONS

Writing/Discussion Prompt
Why is a logo such a powerful image? Why do you think customers were upset about the logo of the Gap changing? Is there a logo or a business that you feel strongly attached to?

Reading Prompt
What questions do you ask yourself to make sure you are understanding what you are reading?

How do you know if you are on the right track?

When you come to a word or phrase you don’t understand, how do you solve it?

How do you figure out what information is important to remember?

What do you do when you get confused during reading?

Primary
Identify, initially with some support and direction, what strategies they found most helpful before, during, and after reading and how they can use these and other strategies to improve as readers (OME, Reading: 4.1).

Junior
Identify the strategies they found most helpful before, during, and after reading and explain, in conversation with the teacher and/or peers, or in a reader’s notebook, how they can use these and other strategies to improve as readers (OME, Reading: 4.1).

Grammar Feature: Quotation Marks
Today’s article uses quotation marks in an “interesting” way. Twice, words are in quotation marks but no one is speaking. This is because quotation marks can also be used to show sarcasm or irony.

“blue box” – The Gap logo is not actually a blue box.

“new logo introduction” – The new logo introduction may have been a trick to get people talking about the Gap.