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A bit of background on this. Gap just updated their logo, its getting pretty heavily slammed by the design community (I too think its god awful) More here: ht

A bit of background on this. Gap just updated their logo, its getting pretty heavily slammed by the design community (I too think its god awful) More here: http://www.creativereview.co.uk/cr-blog/2010/october/new-gap-logo http://www.creativereview.co.uk/cr-blog/2010/october/new-gap... BTW the author's twitter feed, @Mike_FTW is one of the funnier feeds to follow.

tfh 16y ago
Is it just me or is the new design really looking straight from the mid 90s.
- mikeryan 16y ago
  yeah for me it looks like something a Hollywood prop department would come up with when tasked with creating a "Logo for Megacorp"
- Perceval 16y ago
  Looks more like they're trying to visually compete with American Apparel's use of Helvetica. http://cache.gawker.com/assets/images/gawker/2010/10/gaplogo.jpg http://cache.gawker.com/assets/images/gawker/2010/10/gaplogo... http://www.eternitemedia.com/blog/wp-content/uploads/2010/01/American_Apparel-logo.jpg http://www.eternitemedia.com/blog/wp-content/uploads/2010/01... EDIT—it looks like someone at iso50 had the same idea: http://blog.iso50.com/wp-content/uploads/2010/10/gapdesign2sm.jpg http://blog.iso50.com/wp-content/uploads/2010/10/gapdesign2s... It's a shame. Their condensed old style serif font subtly reminds me of Nirvana's condensed serif font. http://www.survivingthestores.com/wp-content/uploads/2010/06/gap-logo.jpg http://www.survivingthestores.com/wp-content/uploads/2010/06... http://www.midnightincoventry.co.uk/site/images/stories/nirvana-a.jpg http://www.midnightincoventry.co.uk/site/images/stories/nirv...
acangiano 16y ago
Warning: @Mike_FTW uses a NSFW background.
- mahmud 16y ago
  Maybe in your world. In mine, it's perfectly OK to wear a Red Hat.
- mfukar 16y ago
  It's OK, you're safe from women. Really.
  - acangiano 16y ago
    It's not a matter of objecting to the picture. I don't at all. But when you are linking to something that is not safe for work, you are supposed to warn people as common courtesy. Also, I find your tone patronizing and unusual for this community.
matrix 16y ago
Anyone know what the business case for this change was? What was wrong with the old logo? I'm having a hard time understanding what the thinking was here.
- lwhi 16y ago
  Main purpose must be repositioning of the brand - their largest competition is American Apparel. Place the new logo between the old gap logo and the AA logo, the thread linking all three will be pretty obvious. Wouldn't surprise me if a buy out was on the cards.
- hugh3 16y ago
  Looking at the old logo, I'd say it looks like it's aimed at a fifty-something demographic -- I don't blame them for wanting something that looks "younger". But the new logo is a mess, and looks like something you'd come up with in Powerpoint in five seconds without changing the defaults. There's nothing wrong ideas-wise with san-serif "gap" over shaded blue square, but it comes out looking bad.
- matrix 16y ago
  Answering my own question, I found this in the Advertsing Age: http://adage.com/article?article_id=146353 http://adage.com/article?article_id=146353 I don't think this is going to end well for Gap.
- jcromartie 16y ago
  The new logo looks worse than bad. It looks like an accident.
mcargian 16y ago
Looks like they are getting a good response and more mindshare then they should for a logo. Perhaps this will be the new "new coke/old coke" case study of the future but "now with more crowdsourcing (tm)".
- timmaah 16y ago
  I was thinking the same thing. GAP put out a crappy new logo on purpose (They aren't using it anywhere) knowing it would create buzz. Roll that buzz into a crowdsource contest. And in the end stick with your orig logo.
  - jrwoodruff 16y ago
    Yea, that response was a little to happy. Feels planned to me. Bad gradients and Helvetica are almost guaranteed to piss off designers.
  - sosuke 16y ago
    http://www.gap.com/ http://www.gap.com/ is using it.
    - ryanwanger 16y ago
      Hadn't been to that site in a while...or ever? My first thought? This is how I expect Target's website to look.
nodata 16y ago
The new Gap logo reminds me of a Windows Metafile.
prawn 16y ago
Also worth a quick look: the new Gap Logo sulks on Twitter: http://twitter.com/GapLogo http://twitter.com/GapLogo

tfh 16y ago

Is it just me or is the new design really looking straight from the mid 90s.

mikeryan 16y ago
yeah for me it looks like something a Hollywood prop department would come up with when tasked with creating a "Logo for Megacorp"
Perceval 16y ago
Looks more like they're trying to visually compete with American Apparel's use of Helvetica. http://cache.gawker.com/assets/images/gawker/2010/10/gaplogo.jpg http://cache.gawker.com/assets/images/gawker/2010/10/gaplogo... http://www.eternitemedia.com/blog/wp-content/uploads/2010/01/American_Apparel-logo.jpg http://www.eternitemedia.com/blog/wp-content/uploads/2010/01... EDIT—it looks like someone at iso50 had the same idea: http://blog.iso50.com/wp-content/uploads/2010/10/gapdesign2sm.jpg http://blog.iso50.com/wp-content/uploads/2010/10/gapdesign2s... It's a shame. Their condensed old style serif font subtly reminds me of Nirvana's condensed serif font. http://www.survivingthestores.com/wp-content/uploads/2010/06/gap-logo.jpg http://www.survivingthestores.com/wp-content/uploads/2010/06... http://www.midnightincoventry.co.uk/site/images/stories/nirvana-a.jpg http://www.midnightincoventry.co.uk/site/images/stories/nirv...

acangiano 16y ago

Warning: @Mike_FTW uses a NSFW background.

mahmud 16y ago
Maybe in your world. In mine, it's perfectly OK to wear a Red Hat.
mfukar 16y ago
It's OK, you're safe from women. Really.
- acangiano 16y ago
  It's not a matter of objecting to the picture. I don't at all. But when you are linking to something that is not safe for work, you are supposed to warn people as common courtesy. Also, I find your tone patronizing and unusual for this community.

matrix 16y ago

Anyone know what the business case for this change was? What was wrong with the old logo? I'm having a hard time understanding what the thinking was here.

lwhi 16y ago
Main purpose must be repositioning of the brand - their largest competition is American Apparel. Place the new logo between the old gap logo and the AA logo, the thread linking all three will be pretty obvious. Wouldn't surprise me if a buy out was on the cards.
hugh3 16y ago
Looking at the old logo, I'd say it looks like it's aimed at a fifty-something demographic -- I don't blame them for wanting something that looks "younger". But the new logo is a mess, and looks like something you'd come up with in Powerpoint in five seconds without changing the defaults. There's nothing wrong ideas-wise with san-serif "gap" over shaded blue square, but it comes out looking bad.
matrix 16y ago
Answering my own question, I found this in the Advertsing Age: http://adage.com/article?article_id=146353 http://adage.com/article?article_id=146353 I don't think this is going to end well for Gap.
jcromartie 16y ago
The new logo looks worse than bad. It looks like an accident.

mcargian 16y ago

Looks like they are getting a good response and more mindshare then they should for a logo. Perhaps this will be the new "new coke/old coke" case study of the future but "now with more crowdsourcing (tm)".

timmaah 16y ago
I was thinking the same thing. GAP put out a crappy new logo on purpose (They aren't using it anywhere) knowing it would create buzz. Roll that buzz into a crowdsource contest. And in the end stick with your orig logo.
- jrwoodruff 16y ago
  Yea, that response was a little to happy. Feels planned to me. Bad gradients and Helvetica are almost guaranteed to piss off designers.
- sosuke 16y ago
  http://www.gap.com/ http://www.gap.com/ is using it.
  - ryanwanger 16y ago
    Hadn't been to that site in a while...or ever? My first thought? This is how I expect Target's website to look.

nodata 16y ago

The new Gap logo reminds me of a Windows Metafile.

prawn 16y ago

Also worth a quick look: the new Gap Logo sulks on Twitter: http://twitter.com/GapLogo http://twitter.com/GapLogo