So I arose this morning to a rather upsetting tweet…the Gap, a wonderful clothing store that I love to shop at, changed their logo. And they changed it for the worse I’m afraid. Lets look at the old Gap logo first. Condensed type treatment with a transitional typeface, maybe even a modern face, knocked out of a navy blue background. The tall transitional face gives off a very refined and makes you feel like it’s an expensive brand to buy.
The new logo is thicker, more geometric in shape, and that blue gradient square is just pathetic dangling for dear life off the back-end. Now the typeface is Helvetica…lovely for sure, but it doesn’t hold that expensive look that the old face had. It’s competitors, J.Crew, have a serif face which is what makes them look expensive…and yes they are expensive. But now does Gap doesn’t seem like it’s competing anymore with those types of clothing stores, although they do have Banana Republic, which does hold to the same style logo of the expensive brands, but you have to ask yourself why?
Why are they changing such a well know brand? What made them choose to change such a timeless logo to one that looks like it does…beaten with an ugly stick. I am interesting in finding all this out, as well as seeing how they handle future ad campaigns, since this logo doesn’t seem to fit with anything they are doing now. Now I know there are people out there that may like this change, I welcome your comments, and your perspectives on this. One person I follow on twitter, @chrismackintosh, seemed to like it, but not the gradient so he cooked up this little guy as his version, which I like better. Also check out @GapLogo for some funny tweets about all the haters like me, pretty funny/sad someone has all the time in the world to do this.
***Update!!!*** They finally came to their senses, click here for the full scoop!
******Oh and have fun with this, I know I did…http://www.craplogo.me/******