Filling the Gap

The Gap is creating quite a stir with its logo, and I'm still scratching my head. Not about its decision to scrap the old logo. Or the choice of its new logo. I just can't figure out why people seem to really care.

Now it's gone viral.

Fast Company has posted an exclusive interview with NewLogo, in which it whines, "...I have feelings! I have a friggin Twitter account! The only way to deal with the pain is comfort eating. Pretty soon I'll be type set in Helvetica Neue Black." (@gaplogo)


Not to be outdone, OldLogo is also tweeting, @OldGapLogo.

Yes, I realize it's all good fun. And I'm sure this will become another success story for the power of social networks.

But the real winner? The Gap, natch. It doesn't matter if people love or hate the logo, as long as they keep talking about the Gap. And the value of all this exposure? Priceless.

UPDATED Oct. 12, 2010: Gap ditched its new logo mere days after this post. (I claim no responsibility.) Responds NewLogo on Twitter: "I HAD feelings. Jerks. Now I'm just numb – I don't know who I am anymore!" And from OldGapLogo: "Well...looks like my work here is done. Peace. I'm out."

Birds of a social feather

Over the summer, I decided to become more social. I read "Socialnomics," by Erik Qualman, and while I was underwhelmed by the book, the add-on Amazon purchase turned out to be a winner: "Twitterville," by Shel Israel. From there, it was only a matter of time before I started tweeting (@4amyink).

So far, it's been fun and an education. I've even been around to see the birth of the "New Twitter," which is much like the old Twitter only more so.

One noticeable difference is a more consistent look in the branding. The new icon is simpler, cleaner, and less cartoon-ish; it's an outline of the bird in flight.

It also reminds me of a more established brand. One that's found in millions of homes across America and around the world: Dove, a personal care brand owned by Unilever.

Several years ago, Dove started a campaign to do away with the hype and stereotypes about beauty. As the brand Web site says, "Dove provides a refreshingly real alternative for women who recognise that beauty comes in all shapes and sizes."

Similarly, Twitter provides a refreshingly real alternative for everyone and anyone to have their voices heard in the realm of social media.