As the final chapter in our brand discussion this week, I’d like to comment on the Gap mishap. Now, I’ve been a long-time fan of this brand and personally get goosebumps when teens layered in brightly colored t-shirts and jeans dance around to pop music while waving presents during the holidays… I’ve also marveled at Gap’s ability to weather the retail storm for decades with its classic wardrobe staples while trendy boutiques rise and fall like the stock market. But when I saw they had changed the one symbol that defines their brand, I had to ask myself, what were they thinking???

The answer to that question isn’t clear, however, Gap North American president Marka Hansen said the old logo was reinstated a week after backlash from the new logo caused controversy from design firms, publications and bewildered bloggers alike. She also admitted, “There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way.”

So back to branding basics… First of all, when your sales are suffering do not overact and change the one identifiable element you have going for you. Secondly, if and when the time comes to modify your logo, strategy is key. Use an agency, your consumers and your employees to develop a plan and ensure a seamless transition from the old look to the new. Finally, just remember, your brand is your identity – wouldn’t you consult those close to you before drastically changing your own appearance? Trends may come and go but a classic logo never goes out of style.