Whilst trawling the internet yesterday and more specifically the BBC website I noticed something really interesting but also relevant enough for me to be able to put up on this blog and talk about without me getting my wrists slapped (not literally). I'm am sure most of you will recognise GAP as being a major worldwide shopping brand and probably spent some of your hard earned cash in one of their many shops not only countrywide but worldwide.
Despite this well renowned brand and logo of GAP the hierarchy at the headquarters in the US thought it was time for a change so enlisted the help of a design team who came up with this new logo design below.
I really can’t understand the thinking behind this move. At least the old and now re-instated logo did look like something you would expect to see down the high street. The new logo is ultra simple, even to the point of where looking as if it could be a children's playarea logo. The use of Helvetica is the font and the small blue box just makes the logo look 'cheapy, tacky and ordinary' and those are the words of customers of GAP. I'm sure the thinking behind the blue box was an attempt to link the new logo with the old traditional logo, it is generally felt in the studio of eatsleepthink that the removal of the blue box would have somewhat improved the design of the now axed new logo. Looks like they have well and truly fell into the GAP with this decision. But who knows, maybe their design team is one step ahead of the times.
I welcome you to post your thoughts on the attempt by GAP to re-brand themselves.
Matt
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