Gap Logo Redesign

Photo credit: Vanity Fair.


I personally think that the whole Gap logo ordeal has been taken far past the realms of where it should have been; however, it really is to be expected because when one person gets outraged about something in the news, it seems to be contagious. Someone reads the online comments of this angry person and agrees with them, and it blows up into something quite ridiculous. However, that's not the focus here.

I believe The Gap was justified in trying to freshen up their brand identity a bit after sales fell; however, it shouldn't have been so drastic. It would have been a better idea to go with something similar to the old logo, just spiced up a bit. Something completely unrecognizable and unfamiliar was just an all-around bad choice, considering how most people don't like change and take comfort in all things familiar.

The new logo choice was very simple, not necessarily a bad design, just really pointless. Unless they were trying to send a message about The Gap simplifying things, it honestly did nothing other than prompt me to "borrow" the idea and insert my name there instead for some Illustrator practice. It's actually been fun and may have started a narcissistic hobby.

But, again, I digress.

I can understand the choice of Helvetica because it's pleasing to the eye. It is pretty much everywhere and has proven itself to be effective, though slowly becoming the new Comic Sans. However, The Gap has always been a little classier than just an everyday clothing store. Their prices are higher than other stores, and I, personally, haven't really ever shopped there for that reason. Perhaps they are trying to make people think that they are becoming more affordable and decided to incorporate an everyday-type logo.

The addition of the square to the end of the word was a strange, yet simple choice. They could have used a more interesting shape, but if simplicity is what they were after, then the square was appropriate.

Of course, along with a complete overhaul of brand identity comes a huge financial cost. They'd have to replace tons of things such as signs, banners, redesigning of websites, fliers, and lots more. Whereas, if they were to incorporate a newer, yet still familiar logo along with the old one, it wouldn't cost quite as much because the new logo wouldn't have to be absolutely everywhere right away. In order to keep your brand identity fresh and to keep attracting new customers while keeping the current ones satisfied, cost will always be involved; however, it can be kept to a minimum if the campaign is done right.

Perhaps now The Gap should work on something more familiar to their loyal customer base, yet still a fresh idea that will attract new shoppers. I'm personally glad they scrapped the logo, though. I was afraid that World War III was about to erupt. Over a logo.