OK really what were they thinking. The original Gap logo was an icon in American fashion. Whether you liked the clothes or not is another issue, but pretty much everyone knows the gap logo. It’s right up there with Nike.
This is big branding mistake and clearly a display of corporate suits messing where they shouldn’t. I’m sure they thought since sales were down that they needed to rebrand themselves. A company with the brand equity they have does not need to do that. They can wade out the economic storm in tact if they stay strong to their brand. But they decided to make a change and now I think they will lose even more market share with this rinky dink, mess of a logo.
I’ve seen high school design students do better. The gradient of the logo really cheapens the overall identity and it lacks any sort of strength or visual interest. The font says nothing, well it does say something… boring.
I’m struggling to understand how this new logo came about, what’s its purpose and why it fails miserably. Even the original gap logo created in 1969 has more character than this new one.
I’m really hoping this is some kind of joke they are playing to get everyone to talk about them.
I guess we’ll just have to wait and see.