Gap backpedaling letter to the public (an SMSG translation)

Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.

Translation:

Thanks for shitting on our logo, we deserved it. Fact is, we spent a lot of money on this logo and what’s more we already paid the design company a couple thousand dollars to complete this project. We’ve had our logo for 20+ years and when we approached this design company, they talked a big game. They had comps and out of home presentations showing us other aspects of our branding that we could change as well. It was amazing. They said the word “aesthetic” a lot (which no on in the office knew the meaning of) and we just nodded along agreeing with what they said. It was hypnotic.

They also clasped their hands like this a lot:

You expect us to say no to THAT?!

Furthermore…

wait you know what, FUCK you. Everyone is a “designer” this days. Telling us “oh look, its like a logo for a software company”. We worked with professional designers on this. PROFESSIONAL. One of which went to the School of Visual Arts (Not FIT or Devry or some bullshit like that) and when they told us that blue square in the upper right corner represents starting anew and their inspiration was the morning light sky over the hills of… I forgot where they said. But yea it was inspiring. We were INSPIRED. This was the 27th logo in their presentation and you know what that means? We found the diamond in the rough.

Everyone thinks they know everything just because they can recognize Gotham in Obama’s campaign collateral. Well if you know so much, why don’t send us your designs? And when you send em, we’ll put them all on our site under the guise of some “contest” but we’ll really be showing everyone how talentless you naysayers are.

Maybe we’ll use it maybe we won’t. But one things for sure…

we’ll only be PRETENDING to like it.

Love,
GAP