Gap Logo Redesign


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.


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3 comments on “Gap Logo Redesign

  1. The new logo definitely has no personality. I just had a discussion with the owner of the company where I work, explaining that although easier to read, not all type can be bold sans-serif, it also has to express the character of the business. This logo does not do a good job of representing the Gap. I can’t picture LL Cool J repping this new design.

    I just can’t fall into it.

  2. I agree with you nick. The new logo isnt as stand alone as the original. There is a certain sophisticated aura that the old version emanates. Although the new version does bring a new flavor to the brand, Im not sure if it is in the direction that is healthy or beneficial to the company. The symbolism of the gradient box evokes the concept of higher level thinking that usually gets piggybacked with the proverbial “out of the box thinking”. The lower case type steers the company persona to the more informal side and im sure was used to embrace a more relaxed and overarching commonality for their consumer base. IMO, this was regressive step for GAP. It just happens that a logo redesign isnt always what a company needs, but more so a graphic designer swap out.

  3. I believe the designer missed the mark with this logo. It does not give a fresh feel, but rather something just ordinary. I’m actually reminded of other logos but cannot quite place their names. Kodak comes to mind for some reason or maybe even some Microsoft clipart. The use of lower case letters to represent a more laid back feel is an idea, but there is no character to the logo.
    With that said maybe there is more to this logo that will be shared in the future. After all, doesn’t a re-brand include more than just a logo redesign? Maybe the blue square represents something remarkable.

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