http://creativity-online.com/news/gap-to-scrap-new-logo-return-to-old-design/146420
I can’t be more excited that Gap will not be adopting the newest logo design release.
As a company that I highly favor recently, I’ve been a true advocate of the company making another breakthrough and re-establishing its clothing as a dominate brand in the industry. They have always been strong in bold, yet comfortable, clothing. It’s that step between relaxed wear and professionalism. This is what the company should reflect; a taste of distinction and fashion, without going bankrupt.
Modern is in, and they have what it takes, though their logo fell quite short of this impression. A geometric shape plus the new blue-mod theme just didn’t cut it. I’m not sure who was hired for the design job, but they certainly should be fired, and quick. Anyone with any design experience knows you never deviate in such a bold manner without validation, and in this case, I saw none. Now Gap is requesting free design work… Maybe paying more than you did the first time is the key.
If you’re going to make sure a leap mid-depression in order to save a company that seems to slowly be sinking, it’s a good idea to put forth the extra dollars to do so the RIGHT way. Helvetica… That font alone expresses to me what kind of effort was put for! The most commonly recognized font on the plant?! Helvetica is amazing, but it doesn’t bestow amazing on every company that uses it!! Are they in competition with Belk? (P.S. – I hate Belk’s new logo and slogan as well, but that’s for another blog completely.)
Gap, please try harder. Please do better. Make a strong and dramatic re-release!
To follow up – Gap ended up scrapping this logo due to the mass number of people upset my its and those who said they would not shop at Gap if the logo changed due to the feeling caused by the change and the attitude they felt it now would generate.