Do You Mind The Gap’s New Logo?
By: Connie Wang
Gap has redesigned their much-loved logo. After doing a quick scan on design blogs and Twitter accounts, it seems like the Internet is collectively pretty against the minimal-retro redesign. Their old logo seemed pretty in line with what Gap was always about—and that’s clean lines, classic designs, and a slight old-fashioned POV that the serif-ed “GAP” proudly encapsulated.
Now, the logo feels like it’s stuck in that in-between space that’s too modern to be nostalgic and too clunky to be sophisticated—something like that awkward cap-sleeved tee with the rhinestone letters you find while thrift shopping that’s neither vintage nor new, but definitely not cool.
by Sarah Duxbury
Gap has quietly got itself a new logo.
The brand that started it all for the $14.2 billion San Francisco retailer has struggled for years, trying first one strategy (tipping trendy) and then another (1969 denim, black pants) to win back customers.
This new logo may be its latest gambit.
Or maybe it’s just time. After all, a logo is an obvious way to revitalize a brand and let consumers know that things have changed. It can signal freshness, stylishness, relevance. And that old Gap logo has been around for years.
The thing is, I’m not sure what this new logo is all about. The blue square in the upper right corner sort of recalls the blue doorway in mall store entrances, but that doesn’t tell me much about the brand, the essence or personality of Gap. It sure doesn’t suggest fashion to me.