Gap Reverses Decision to Use New Logo
10.12.10 at 9:50 am by Sara Tack
I know this brand isn’t specific to travel and tourism, but it is a testament to how strong a brand is. I thought this compelling and worth noting, and since I haven’t written in awhile I thought I’d share.
Last week when the Gap unveiled its new logo I sent this letter via email to their marketing department:
October 7, 2010
Very disappointed in your new logo design.
Let's be blunt. It's too generic.
For years now, the Gap has always had a unique edge which was reflected in your typeface/wordmark. The square blue shape had the ability to change color for promotional events, holidays, campaigns and seasons. The relationship between the size of the wordmark and the size of the square shape had plenty of space inside it to keep the logo in the clear and always on a pedestal no matter what the configuration. And the unique wordmark was always clearly unique. Long, edgy, a little flair and a unique style.
The new logo uses Helvetica. While I love Helvetica and the Gap uses a lot of Helvetica as a campaign typeface, it didn't need to become the logo. Helvetica in campaigns was working with your existing logo. I am wondering if next time your creative department gets tired of using Helvetica, and starts to use a new typeface in campaigns, will it change the logo again?
Helvetica is too generic for your logo and I am questioning the small transparent square behind it. It reminds me of squaring in a math problem. Why? Is this Gap x 2? Gap squared?
Why did you change a great, well known logo with lots of ability to play in the sandbox with multiple styles as styles change over time. Isn't that what Gap clothing has always been about? Why did you change who you are?
Apparently, I was not the only one who felt a strong connection to the old brand, but even more, a stronger dislike for the new logo. The blogospheres went crazy with complaints as well as Gaps Facebook page. This morning the Gap announced it was going back to their ‘old’ logo.
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