It is a way for it to reaffirm its strategy

A week. This is the time it took to Gap to waive its new logo, under pressure from users having issued an unfavourable opinion on Facebook. If the American clothing brand announced on October 11 that she finally kept the Visual identity that the public has known for 20 years, with its name in white in a blue square, it is that the new version has caused a lift of shields on the canvas. With virulent criticism of the choice of a Helvetica from the more traditional character associated with a square reduced to the minimum portion and presented as exhibitor.

The decision was made quickly, but it remains no less destabilizing to the claw. "Redo its visual identity, it is the Act of ultimate mark.". Because it's the more intangible item relating, while its offers of products or services are, by definition, fluctuating. It is a way for it to reaffirm its strategy. "The rejection of a logo by clients is therefore a strong challenge," said Christophe Pradère, Director General of the Agency BETC Design.

To justify its removal, Gap States that its consumers "are always passed first". The brand considers have learned the lesson of the episode, recognizing not sufficiently established dialogue with the community of Internet users. And promises to go differently when it are again on an evolution of its logo.

In a world where the consumer drawn more to assert its authority, could Gap have done otherwise that back Christophe Fillâtre, President of the design square black Agency, j. that there could be other options. "Rather than give in to fear, this could have been an opportunity for Gap to explain to the public: this is what we want to tell our visual identity and the direction that we want to take", he says.

Christophe Pradère considers, for its part, it was logical for the sign of retreat. Even if it is an admission of weakness. "The population that the brand target priority, generation Y, is very connected, hard to capture and retain.". It is a customer impatient and sensitive to co-creation with the marks. "The risk of a form of dereference of its share was real," he said.

One thing is certain, if the Web accelerates the phenomena, the vivid reactions of consumers to change of all orders scheduled by the marks are not yesterday. The case of the New Coke, remained in the annals of marketing, occurred before the era Internet, in 1985. Atlanta firm had launched a new recipe against which his fans protested so strong that she returned to the classic version.

More recently, in 2007, Nestlé has backed for his brand of chocolate Cailler. After a year, he abandoned a new presentation, which, inter alia, did not appear enough to "environmentally correct" to Swiss consumers. And, in 2009, Tropicana quickly withdrew his new packaging in the United States (see below).

As Facebook itself, it is not immune backlashes. In February 2009, he has faced threats of closure of account caused by its intention to modify the terms of use and retain personal data of its members to life. Result: he had to restore the previous framework and launched a consultation with its users.

With the body that represents the Web, brands will have to take their party: their choices more risk and be challenged in the public square. A form of consumer full-scale test, which is neither confidential nor controlled by corporations. But in the end, companies are not necessarily that adverse effects. By proving to their consumers that they take into account their opinions, they compensate what the public interpreted as an error by the strengthening of the sense of proximity and listening. Point positive for Gap, history gave the mark on the front of the stage at the global level. And showed that it was a real community of fans.

Important now, will be to find the proper place left to consumers. And good measure the ability of a mark to affirm its positions. This is what made Steve Jobs last month about the new Visual identity of iTunes, also disputed by some users who considered it a bit poor. A critique on the ugliness of the logo and the difficulties of identification that he could produce, the pattern of Apple simply replied: "We disagree." Sent from my iPhone.

The pitfall is to listen too closely to the voice of a minority. "The danger for the brands, is that the Gap example cases on visual identity." "There are real risks of drift," fears Christophe Fillâtre. This leaves companies find the right balance. Whether leave the floor to consumers without depriving said their choice.