So nobody likes your new logo?

GAP launched it's new logo. Big whoop, wanna fight about it? 

I guess a lot of designers do. It has almost become a webclassic to rant about a new logo. People don't like change and apparently a lot of designers and designafficionadas neither. Too bad since the designcommunity is perceived as open minded towards innovation and change. 

So when I read about the rant about the new GAP logo I thought about how DG countered negative feedback on the new logo of the flemish radio, Studio Brussel. The Stubru fanbase was very found of the grungy look and feel of the old logo and didn't like the new smooth logo. So DG went out and put stickers with the new logo in the toilets of public venues accompanied by a poster that said: "This is your chance to piss on our logo one more time." And magically, the criticism stopped.

A new logo is a lot about perception. Crafting a logo is, IMO, one of the hardest metiers in graphic design. Don't worry about the criticism. Think about what spin you can give the launch. What is the story about your new logo? Don't make it a story about how your company has changed and how your company has to be reflected in the new design and how your company blablabla...

All will be lost in the big rant. Plan your logo to be about what conversation it will spark, whether fans hate it or love it. Plan your logolaunch to be a conversation and not a press release on your company values.