Did you see the new GAP logo (in the eight days it survived for, before the company switched back to their original brand?) Read on - for a discussion about this and other brand changes! http://www.bbc.co.uk/news/magazine-11517129
Did you see the new GAP logo (in the eight days it survived for, before the company switched back to their original brand?) Read on - for a discussion about this and other brand changes! 
Rose, I did see this. Thanks for posting it. Branding is tricky as it appears that society often isn't ready for change. The American Society of Interior Designers (ASID) changed their logo a couple of years ago and many members we're very unhappy with it, especially the cost of having it done. Often things are better left the same, the GAP logo I believe is one of them. LEVI is many years older but would they dare change?
ReplyDeleteWelllll... if there's anything I remember from obliterating my mind with advertising, it is logo changes are probably the most difficult thing to accomplish. It's like plastic surgery to your face, especially for a seasoned brand. Some successful brand logo changes that I remember happened gradually, and they go through minute changes to font...then a little change in graphics, maybe some color alterations. Visa is a great example of one done with finesse very quickly, which is rare.
ReplyDeleteHere's a great blog with logo development over several decades:
http://best-ad.blogspot.com/2008/08/evolution-of-logos.html
Change for the majority is difficult. It should be done gradually, so that the change is almost imperceptible, like watching plants or children grow when you see them everyday.
ReplyDeleteAs mentioned in the article, in my opinion the font of the newer now dumped logo is not terrible. I actually prefer it over the original font. But the blue box just sort of offsets the whole layout of the logo for me. When you look at the original gap logo you see the word you see the brand. But when I first looked at the "new" logo I focused a lot on how the square fit behind the letter P and the location/distribution of the space behind the letter. I analyzed it, and not necessarily in a good way. If the blue square was the entire background for the letters, it might have been better received.
ReplyDeleteMaybe next time GAP.
It's unfortunate that many companies in their effort to be "forward-thinking" forget how crucial the logo is to identifying (with) the brand. My opinion of the logo is that it's great - for software, maybe (doesn't it remind you of the Microsoft 2007/2010 style), but definitely not for clothing. It appears to be very business-like and that's not even representative of the majority of Gap clothing. I'm glad they were smart enough to listen to their consumers and change it back.
ReplyDelete