The GAP to crowdsource its new logo. Is that the right move?

Earlier this week, The GAP unveiled a new logo on its official website. But within hours thousands of comments, rants and tongue lashes were spreading around the web. Even a fake twitter account was created to facilitate discussion – which quickly grew to over 2800 followers.

But yesterday, Gap confirmed (via their Facebook page) that this new logo was a big fat fake — and is part of a bigger-picture promotional effort to crowd source designers to submit ideas for a new logo.

This is all fine, however it makes me question whether it’s right to allow the masses to create your logo (who are not going to put in the time and effort to analyze the competition, talk to their customers, research the market etc…) instead of working alongside a professional agency who no doubt will.

There seems to be a gap in logic. What do you think?

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