I was right!

The GAP is back to the old logo.

The casualwear chain will keep its decades-old white-on-navy blue logo after all. The move comes just one week after the company swapped it online for a new logo without saying a word. The new logo irritated fans, spurring them to complain about it online.

Read all about it here.

Tole’ ya. Feel free to stop by anytime – and buy me the coffee you owe me.

If you haven’t heard about this re-branding effort, you’re probably been on vacation, somewhere exotic. Good for you.

The new logo is hated by many. Not only has it caused a lot of controversy among designers, but also appears to have OMG actually alienated GAP’s customer base! And then, to add insult to the injury of a horrible redesign, they have turned to “Crowdsourcing” the logo design on their Facebook page – a practice universally despised by the professional design community.

The result:

• A response to the crowdsourcing issue here. (And the AIGA position on speculative work here.)
• You can read the delirious, namby-pamby, post rational for the re-branding effort by the Gap’s President, Marka Hansen here.
• And of course, many hilarious comments and links have been posted on Twitter.
• But best of all: Make Your Own GAP Logo here and here! Hahahaha!

OMG, this is too much fun! So what do we think about this?

Specifically, this is Lee’s opinion: They’re NOT going to change a damn thing. (As in… Nada. Not Nuthin’. No how. Nihil. Nyet.)

This is a marketing ploy, a very successful social-networking scheme – and it’s getting massive amounts of press. After all the hubbub dies down, they’re going to concede and go back to the old logo – which is a first- and world-class icon. I mean, if it ain’t broke, don’t fix it… Right? And Marka, she’s president of an umpteen-billion dollar company, her compensation alone was over 3 million last year and she ain’t dumb. Not that dumb, anyway.

Just sayin’…

Yep. That’s what Lee thinks. And he’s betting a free coffee – if he’s wrong. Just show up to collect. Anytime.

The Falungong is evil, wake up America! (In Chinatown)
____________________________

If you’re like us, you’re probably working very hard just to survive in this tough economy. You can’t take anything for granted – so you put your head down and do what you need to do, taking it one day at a time.

But even with the superhuman focus required, it’s necessary to step outside your working environment and take an occasional fresh look.

For example:

• Why are we doing that?
• Is there a better way to do it?
• What exactly are we trying to accomplish?
• Where can we spend our money wisely?
• How do we reach these people?
  

We’ve asked ourselves these very questions and we get the same questions from our clients as well – as they relate to marketing and design.

Phillips Design has developed a carefully structured and formal process to answer these marketing questions – we simply call it: “A Brainstorming Session.” (Note to self and crew: We should come up with a better process name and a cool erudite acronym… Something like “Internal Environmental Scanning” or an “IE Scan” or something…) These sessions give us specific design direction and define marketing messages that need to be incorporated into whatever we’re working on.

But not only that, we often come up with new information – often surprising information – that the client didn’t realize, simply because they’re buried in day-to-day operations. Which reminds me of that old saying:

If you always do what you’ve always done, you’ll always get what you’ve always gotten.”

It’s often difficult for people within an entity to agree on anything, much less consolidate a multitude of opinions. And internal politics can make it virtually impossible. But Jill is an “outside” expert at “brainstorming;” she’s done many and knows how to make it happen. Her process involves a series of questions that increasingly simplify (or “bucket”) the participant’s responses down to a mutually agreed-upon solution.

It’s fascinating to watch and… amazing how well it works.

Jill’s latest brainstorming session was with a California state entity that was having difficulty defining a mission statement. Thirty people, from all over the state, came together for a half-day session and sat down to come up with a solution. Because of the large number of people, Jill broke them into smaller groups. Each group was given a series of questions that forced them to discuss, identify, group, and prioritize their answers.

The session, as usual, was very revealing. New information came to light, the complicated was made simple and what was confusing – became clear. Every brainstorming session is followed up with a written report that is distributed to all of the participants.

Besides mission statements, Phillips Design has used this process for determining a marketing direction, creation of a byline, advertising headlines, conceptual background for a new brand, and more.

If this sounds like something that might help you get everybody on the same page, give Jill a call at 916 329-7333.

Here’s another reference:

You have done fantastic work in zero time, the proposed organizational structure is right on… light-years beyond where we were!!”

And this…

You guys are really phenomenal!  Please express my sincere appreciation to everyone who contributed.”

I’ve got 20 years of history doing this sort of work and you are one of the most responsive teams I’ve ever worked with, and one of the brightest. It is nice to see a group quickly internalize what is important to convey – both in terms of words and emotion.”

It was a pleasure working with you on this and I look forward to lots more!!”

Mike MacIntosh

You can see what we did by clicking here. And thank you Mike!