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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.
by 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 agoMain 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 agoLooking 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 agoAnswering 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 agoThe new logo looks worse than bad. It looks like an accident.