{"id":222,"date":"2010-12-19T15:49:59","date_gmt":"2010-12-19T15:49:59","guid":{"rendered":"http:\/\/paulgurney.com\/whats_new_blog\/?p=222"},"modified":"2011-04-19T16:30:27","modified_gmt":"2011-04-19T16:30:27","slug":"gap-needs-a-new-logo","status":"publish","type":"post","link":"https:\/\/paulgurney.com\/whats_new_blog\/2010\/12\/gap-needs-a-new-logo\/","title":{"rendered":"Gap Needs a New Logo"},"content":{"rendered":"

\"\"<\/a>The visual design profession has long battled the undervaluing of its craft by companies seeking “work on spec” \u2014 meaning, “you designers make a design for me and I’ll pay for the one I like.”\u00a0 Given that no other industry operates this way, designers are right to be boycotting such attempts to extract free work.<\/p>\n

Recently, the GAP clothing company introduced a new logo design. Customers promptly disliked it, and in an attempt to mollify them, GAP offered an invite to designers to “crowd-source” an alternative logo.<\/p>\n

Some prominent designers rebelled. MULE design posted a great response<\/a>.<\/p>\n

\"\"<\/a>And that time and effort was used to make sure I delivered something that actually met your needs and objectives. You guys have numbers to meet. (I imagine at least a 10% increase to last year\u2019s $14.5B in revenue, and $967M in net income.) And plans for the future based on meeting those numbers. So do I.<\/p>\n

And for the sake of full disclosure I should let you know that I\u2019ve also frequently shopped at your stores. You sell good stuff. But never in my experience has any of your employees offered me a free pair of pants because the ones I was wearing looked bad. I wouldn\u2019t expect them to. Their job is to sell me clothes.<\/p>\n

My job is to sell design.<\/p>\n

I believe we understand each other. I anxiously await your call and look forward to negotiating a fair value for the greatest logo on Earth.<\/p><\/blockquote>\n

Brilliant. Read more<\/a> of the backstory.<\/p>\n

And as a final update, GAP has returned to its original logo<\/a>. Power of the crowds, indeed.<\/p>\n","protected":false},"excerpt":{"rendered":"

The visual design profession has long battled the undervaluing of its craft by companies seeking “work on spec” \u2014 meaning, “you designers make a design for me and I’ll pay for the one I like.”\u00a0 Given that no other industry operates this way, designers are right to be boycotting such attempts to extract free work. … <\/p>\n

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