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Gap. What they said and what they meant.

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Gap’s new logo has been a disaster. But nothing daunted, their PR department has come to their aid with a carefully worded entry on facebook. It’s a fascinating insight into the world of PR…

Here’s what they said and what it actually means.

Gap: Thanks for everyone’s input on the new logo!
Translation: ShutupShutupShutupShutupShutupShutup.

Gap: We’ve had the same logo for 20+ years, and this is just one of the things we’re changing.
Translation: We weren’t making any money and then someone suggested in a board meeting that spending zillions on a new logo would solve all our problems. They are soooo fired.

Gap: We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding!
Translation: Everyone hates it. With a passion.

Gap: So much so we’re asking you to share your designs.
Translation: Reckon you can do better than our very expensive, trendy New York designers many of whom have ponytails and, like, really cool sunglasses? Well, come and have a go, if you think you’re hip enough.

Gap: We love our version…
Translation: We hate it. We actually want the old one back but no one’s allowed to say so.

Gap: but we’d like to… see other ideas.
Translation: Hang on, if we suggest that they send us their ideas…

Gap: Stay tuned for details in the next few days on this crowd sourcing project.
Translation: Then we can pretend we meant it to happen like this all along!

PR. Where every crisis is an opportunity.