It was with great shock and dismay this week that many of us learned our favorite retailer of unnecessary clothing has changed its logo. It seems that we live in an age of such superficiality that a retailer like The Gap believes it is no big deal when it casts off the legacy of its treasured forty-one year retailing history like so many used paper Gap bags.
But there is a silver lining to this foreboding anvil-shaped thunderhead. Across the internet people have stood up (figuratively speaking anyway, actually they typed into their keyboards and iPhones) to say “Enough!” The Gap logo is not something to be cast off like the latest opening music for Jay Leno’s “Tonight Show”! No, this brand is part of our treasured cultural heritage.
Perhaps not since Coke blundered by changing its holy formula twenty-five years ago has the groundswell of opinion been so overwhelming. Dare I say, with a tear in my eye, that it is something to warm the heart and restore one’s faith in humanity?
Those who decry the superficiality of consumer culture obviously never met a Gap customer. So forget the spread of toxic sludge throughout the Hungary countryside and into the once blue (now rust-brown) Danube. We will stop the toxic spread of this new logo. Perhaps we will even recruit Bono and George Clooney to do so. The road ahead may be long but make no mistake: we will prevail. You see, there is something bigger than us all. It is the cause for which we fight. It is the power of retail.