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Wednesday, October 6, 2010

Let's All Judge the New Gap Logo!

Posted by on Wed, Oct 6, 2010 at 12:50 PM

Picture_5.png

I'll start! It's boring, and the most interesting component—the blue square—is stupid.

 

Comments (75) RSS

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yelahneb 1
I have posted a comment
Posted by yelahneb http://www.strangebutharmless.com on October 6, 2010 at 12:55 PM · Report this
2
looks like a logo for a consulting firm... and I can't stand the font choice.
Posted by UNPAID COMMENTER on October 6, 2010 at 12:57 PM · Report this
gayballs 3
it IS boring.
But I don't hate it

Posted by gayballs http://www.esoessatanico.blogspot.com on October 6, 2010 at 12:58 PM · Report this
DeaconBlues 4
It looks like a logo for a tech company. Completely unhip.
Posted by DeaconBlues http://radzillas.blogspot.com/ on October 6, 2010 at 12:59 PM · Report this
Aaron Huffman 5
Everything about that is bad.
Posted by Aaron Huffman on October 6, 2010 at 12:59 PM · Report this
6
Who shops at The Gap? Bleh.

You can get better, but you can't pay more.
Posted by Brooklyn Reader on October 6, 2010 at 1:00 PM · Report this
7
Mid-'90s tech company for sure.
Posted by jjm84 on October 6, 2010 at 1:01 PM · Report this
Cory 8
Yep stupid.
Posted by Cory on October 6, 2010 at 1:01 PM · Report this
MacCrocodile 9
I overheard it conversing with the devil behind Goody Hawthorne's barn last Thursday night.
Posted by MacCrocodile http://maccrocodile.com/ on October 6, 2010 at 1:03 PM · Report this
10
really really unhip.
Posted by teatreeoil on October 6, 2010 at 1:04 PM · Report this
Mary P. Traverse 11
Totally dumb. They should've gone retro, back to their '70s logo, that would have looked more hip.
Posted by Mary P. Traverse http://dinosaurnews.tumblr.com on October 6, 2010 at 1:04 PM · Report this
leek 12
I heart you, MacCrocodile.
Posted by leek on October 6, 2010 at 1:05 PM · Report this
rob! 13
They should have just gone with two upper incisors, about half a tooth apart.
Posted by rob! http://www.youtube.com/watch?v=QZBdUceCL5U on October 6, 2010 at 1:06 PM · Report this
14
Wow, that's sad.
Posted by dwight moody on October 6, 2010 at 1:07 PM · Report this
15
Oh, I have to go on. It's like the blandest pair of khakis they sell got transformed into a logo. Like they told the designer "We want you to evoke casual Friday at a midwestern bank.
Posted by dwight moody on October 6, 2010 at 1:09 PM · Report this
laterite 16
So it's perfect for the Gap, then?
Posted by laterite on October 6, 2010 at 1:09 PM · Report this
Canuck 17
Yeah, retro would have been a lot better. That looks like a logo for a consultancy, or an insurance company, but less dynamic. Bought my son a flannel shirt there last winter. Within a month, every single button had cracked off. And their jeans fit for shit.
Posted by Canuck on October 6, 2010 at 1:12 PM · Report this
ceefurn 18
New Coke.
Posted by ceefurn http://weeklygeekshow.com on October 6, 2010 at 1:12 PM · Report this
19
Dwight at @15 hit the nail on the thead. That is exactly what this logo reminds me of.
Posted by Sheryl on October 6, 2010 at 1:12 PM · Report this
wisepunk 20
@12 seconded
Posted by wisepunk on October 6, 2010 at 1:13 PM · Report this
thatsnotright 21
It is devoid of context.
Posted by thatsnotright on October 6, 2010 at 1:13 PM · Report this
Fnarf 22
I'm with Ben @1.
Posted by Fnarf http://www.facebook.com/fnarf on October 6, 2010 at 1:15 PM · Report this
23
It looks like Gap has become an online financial institution. They don't have much style direction anymore. They used to be known for their basics but then American Apparel came along and outdid them (even though American Apparel is facing a rough patch right now) and I don't see how copying American Apparel's Helvetica Neue wave is going to stop inciting that comparison. They're now knocking-off a brand that knocked them off? Meta?
Posted by ghostpost on October 6, 2010 at 1:15 PM · Report this
pissy mcslogbot 24
i guess they think if they just ape American Apparel the can put the *Fap* back into the Gap.
Posted by pissy mcslogbot on October 6, 2010 at 1:15 PM · Report this
Joe Szilagyi 25
Isn't that some generic MS-installed font?

They should have just done a stylized big blue G.
Posted by Joe Szilagyi http://www.zombo.com on October 6, 2010 at 1:32 PM · Report this
Beetlecat 26
hooray for brandnew!
Posted by Beetlecat on October 6, 2010 at 1:32 PM · Report this
Fnarf 27
No, if they really wanted to empower the word "Gap" they should have incorporated a picture of cameltoe.
Posted by Fnarf http://www.facebook.com/fnarf on October 6, 2010 at 1:41 PM · Report this
Nofo 28
My cynical theory from deep inside the trenches of advertising:

1) Gap focus-grouped its brand to come up with an "emotional map" of key words like "effortless," "reliable," "unpretentious" and "true blue"

2) Then it RFP'd six design firms to submit 37 logos each based on these meaningless words

3) After 1,942 internal meetings gathering the input of buyers, account directors and vice presidents of finance, they narrowed the choices down to their favorite elements of 16 different logos and asked two of the firms to create some hybrid logos incorporating these elements

4) Four days before the scheduled launch of their new brand, they decided the new hybrid logos weren't going where they were hoping, so they panicked and called in a favor from their old agency ... the one they were hoping to fire after the new logo was chosen

5) The call came in at 3:47 pm on a Friday, and all the art directors at the old agency were forced to cancel their weekend plans to come up with a shit-ton more logo ideas by 9:00 am Monday

6) Gap sat on these new ideas for 17 days while they had an internal reorg

7) The new vice president of camisoles, trying to justify his existence, came up with the current logo at his dining room table on a Thursday night and presented to the board of directors the very next morning

8) This dining-room-table story will be told in the annual report and at shareholder meetings as proof that Gap shakes things up and doesn't do stuff like other big companies

(Gap corporate brand guys: Am I close?)
Posted by Nofo http://nofo.blogspot.com on October 6, 2010 at 1:43 PM · Report this
Durang Durang 29
Looks like an exec at the Gap found out how much an agency cost, and decided to pull out his copy of Paint Shop Pro instead.
Posted by Durang Durang http://www.busygamernews.com on October 6, 2010 at 1:44 PM · Report this
care bear 30
You know, the clothes at the Gap have gotten much better recently. But yeah, the logo sucks.
Posted by care bear on October 6, 2010 at 1:45 PM · Report this
boxcar 31
@27 love it
Posted by boxcar on October 6, 2010 at 1:45 PM · Report this
Anthony Hecht 32
@25 - It's Helvetica. A classic, and a standard for logos. I like Helvetica, but this is still a terrible logo.
Posted by Anthony Hecht on October 6, 2010 at 1:47 PM · Report this
33
This is a joke, please tell me. It's beyond awful.
Posted by invictus on October 6, 2010 at 1:49 PM · Report this
34
Oh, yeah, Christ. I can totally see this embroidered on the breast pocket of a beige polo shirt and worn two sizes too large by each and every person at a team-building exercise.
Posted by Gloria on October 6, 2010 at 2:01 PM · Report this
35
@28 Oh my god! It's like you were there. The only thing that you got wrong is #7. It was the VP of camisoles NIECE, who's a freshman in "ART SCHOOL" that knocked this off on her iPhone in 15 minutes. She got paid in khakis.

What they used to say about advertising is soooo true of branding: half the money spent is wasted, you just can't tell which half.
Posted by Westside forever on October 6, 2010 at 2:29 PM · Report this
Violet_DaGrinder 36
Wow. Looks like it was designed by Microsoft*.

*that isn't a compliment
Posted by Violet_DaGrinder http://www.imeem.com/jukeboxmusic51/music/y1malqpG/prince-the-new-power-generation-featuring-eric-leeds-on-f/ on October 6, 2010 at 2:39 PM · Report this
37
Can I recommend the excellent documentary 'Helvetica' to everyone? I had never realised quite how ubiquitous this typeface is until I watched that film.
Posted by maccoinnich on October 6, 2010 at 2:42 PM · Report this
very bad homo 38
Boring and stupid pretty much defines The Gap, so it makes perfect sense.
Posted by very bad homo on October 6, 2010 at 2:43 PM · Report this
sevendaughters 39
More like American Gapparel AMIRITE? More like the Gap in the Bench? EH???? AMIRITE?????
Posted by sevendaughters on October 6, 2010 at 2:48 PM · Report this
40
I just realized this is a paper in Seattle. No wonder this new logo is so interesting to all of you.
Posted by Scott Scheidt on October 6, 2010 at 2:48 PM · Report this
AmyC 41
MacCrocodile and rob! are tied to win the comment thread, i think.

is this real? launched already, gonna put it on the stores, done deal? or is this something that the marketing folks were kicking around and got leaked? cuz the marketing guys at my company wouldn't seriously pitch this to a project owner, and the marketing guys at my company suck.
Posted by AmyC on October 6, 2010 at 2:55 PM · Report this
42
Well, it doesn't exactly look like amateur work, as most of the details are dialed in. (Notice that the top of the square lines up with the top of the G, and the top and right edges of the square are the same distance from the p. And the font is kerned correctly.) But it's too ugly to look professional. The blue square behind the Helvetica p is just an eye irritant. And the graduated blue fill makes it look like they could see it was wrong there and they tried to soften the effect with a 90s cliche.
Posted by yuiop on October 6, 2010 at 2:55 PM · Report this
43
Wow, black Helvetica Bold on a white background. Edgy and different!

The square is presumably meant to be a hip, ironic reference to the company's "squareness." Right?
Posted by Zeusifer on October 6, 2010 at 3:09 PM · Report this
44
There's a great recent interview with Massimo Vignelli on Design Observer wherein he talks about the crime of badly re-designed logos. The reason this one is bad is that it incorporates unnecessary and nebulous decoration. It doesn't matter if the blue square lines up with the top of the G (which, to nerd out with @42, is not the capital X-height) if we can't figure out why it's there in the first place. At best, it says "transition" (most likely in the marketing department). Or maybe it's a pocket?

The somewhat bummer thing (and I mean that – we do all have to look at this stuff everywhere) is that the Gap has stepped up its photography so much in recent years, and this is a step in the opposite direction.
Posted by Strath http://pacific-standard.blogspot.com on October 6, 2010 at 3:19 PM · Report this
45
@44: I think the blue square is supposed to be a reference to the old gap logo, which was white letters inside a blue square. Not that it doesn't look stupid in the new one, especially with the hokey 90s-style gradient.
Posted by Zeusifer on October 6, 2010 at 3:27 PM · Report this
46
Looks like they designed a logo just for the recession.
Posted by LukeJoe on October 6, 2010 at 3:37 PM · Report this
rob! 47
@41, it really is all the rage.
Posted by rob! http://www.youtube.com/watch?v=QZBdUceCL5U on October 6, 2010 at 3:37 PM · Report this
MacCrocodile 48
@47 - Do you watch America's Next Top Model? Yeah, uh, me neither... but on this season's makeover episode, they actually sent a girl in to have her diastema widened. They shaved off little bits of her teeth!

Seriously, though, this new logo is a witch.
Posted by MacCrocodile http://maccrocodile.com/ on October 6, 2010 at 3:48 PM · Report this
Bauhaus I 49
It is boring, but frankly, I left The Gap about fifteen years ago when they turned their attention from cute, well-made sportswear to what I call the "teen-aged junkie look." Yeah, I know time marches on and The Gap has to appeal to a new generation.

The Gap has had some rather severe financial woes in recent years that they didn't have when they were making clothes for me. I used to go drop a few hundred dollars there two or three times a year back in the day. They lost that when they abandoned me and those like me.

And Banana Republic is no substitute. Sorry, Gap. It's way too expensive in comparison to what you used to be. Ninety dollar shirts and little black dresses that look like slips are $375? No way.

So, go ahead and come out with a new logo, if you think that's going to help, but since you decided to leave behind those who made you, don't expect us to shop there, dearie. The generation gap, indeed.
Posted by Bauhaus I on October 6, 2010 at 3:50 PM · Report this
50
Hey, at least the agency got a free paycheck.
Posted by funkathrusta on October 6, 2010 at 3:51 PM · Report this
51
As an early 90s college graduate with no other options (remember the first Bush recession?) I took a job as an assistant manager at a Gap in Atlanta. The whole company story "Haight-Ashbury, record store that sold jeans, generation gap" thing was drilled into us. I hated that job, and I still kinda hate the Gap, but jesus...there is so much stuff to draw on there, rather than come up with a "what's the definition of boring?" logo. It's like they didn't even try.
Posted by el ganador on October 6, 2010 at 4:08 PM · Report this
52
That little blue square may look boring, but let one melt under your tongue and you'll see.
Posted by RonK, Seattle on October 6, 2010 at 4:21 PM · Report this
TheMisanthrope 53
Nofo @ 28...i love you.
Posted by TheMisanthrope on October 6, 2010 at 4:26 PM · Report this
Fnarf 54
@51, I remember when the Gap sold only Levi's jeans, and didn't even make their own.
Posted by Fnarf http://www.facebook.com/fnarf on October 6, 2010 at 4:31 PM · Report this
55
@28 is right on.
Posted by johnnycache on October 6, 2010 at 6:42 PM · Report this
orino 56
"Fall in-to the Gap/deedle-e-dee"
Posted by orino http://www.scootinoldskool.com on October 6, 2010 at 8:40 PM · Report this
Puty 57
@28 wins! But @28 hasn't had enough love yet. More love for @28! More!
Posted by Puty on October 6, 2010 at 10:40 PM · Report this
Arsfrisco 58
i think i "get it" and strangely this makes me feel like a total loser. i'm so embarrassed. OK. the blue square is a SCREEN - like it's a phone. See? the gap has it's own little phone in its ear and that makes it very *now*. it's listening to you. oh god i'm gonna go crawl on a hole. don't hate me.
Posted by Arsfrisco on October 6, 2010 at 11:16 PM · Report this
59
It's stupid. But nothing is worse than the new Pepsi logo.
Posted by montex on October 7, 2010 at 2:27 AM · Report this
60
It's not Arial, it's not Helvetica, and it just looks like some really shitty grotesque knockoff that came on one of those "1000 fonts for $9.00" type CD's.

It looks like somebody didn't even have Illustrator or Photoshop on their computer, so they knocked this out in Microsoft Powerpoint.
Posted by Hoyt Clagwell on October 7, 2010 at 2:48 AM · Report this
Swell 61
Just sad is all. Just sad.
Posted by Swell on October 7, 2010 at 8:05 AM · Report this
Simone 62
Nice #28

I agree with those who say it looks like a 1990's tech company.
Posted by Simone on October 7, 2010 at 9:40 AM · Report this
63
@60 It is, indeed, Helvetica.
Posted by Wheedle on October 7, 2010 at 10:00 AM · Report this
64
If only someone had a microphone in that board room. This is what they would have heard: http://www.kittellian.com/2010/10/new-ga…
Posted by pipstem on October 7, 2010 at 11:11 AM · Report this
65
As a designer. I'd like to take you behind the scenes on what might have unfolded in the Gap boardroom: http://www.kittellian.com/2010/10/new-ga…
Posted by pipstem on October 7, 2010 at 11:14 AM · Report this
66
They should put a tooth on each side of the word and delete the square.
Posted by subwlf on October 7, 2010 at 11:47 AM · Report this
lilmonster206 67
Boring just like the Gap's clothing!
Posted by lilmonster206 on October 7, 2010 at 11:48 AM · Report this
bconnolly 68
It looks like something an intern at Microsoft put together for the first slide in a Powerpoint presentation for a .NET conference.
Posted by bconnolly on October 7, 2010 at 12:53 PM · Report this
69
@58: Are you an art history major? Because your uncanny ability to make up shit is *awesome.*

I mean that in a nice way, as I am a certified shit-make-upper. *wave*

Posted by Gloria on October 7, 2010 at 1:57 PM · Report this
Arsfrisco 70
@69 thanks, sigh. ya make shit up and it's just shit till somebody 'preciates it. then you feel all happy inside. *wave* right back.
Posted by Arsfrisco on October 7, 2010 at 4:13 PM · Report this
71
The new redesigned downtown storefront looks really good, but the new (and old) logo sucks.
Posted by JesseJB on October 7, 2010 at 6:47 PM · Report this
72
Gap... of understanding. Seriously. I don't get it. Maybe that's the point?
Posted by sam francisco on October 8, 2010 at 11:39 AM · Report this
ShayHawk 73
What the hell is that?? Ew.
Posted by ShayHawk on October 8, 2010 at 12:59 PM · Report this
74
I'm really curious to know who designed this logo. I kindda feel bad for that person/company now.. (or should i?) The logo is bad. Period. No question about that. The question is: how was that designer(/company) able to convince Gap's executives that THAT was THE logo? How?
Posted by Aldo on October 8, 2010 at 2:39 PM · Report this
75
I'm really curious to know who designed this logo. I kindda feel bad for that person/company now.. (or should i?) The logo is bad. Period. No question about that. The question is: how was that designer(/company) able to convince Gap's executives that THAT was THE logo? How?
Posted by Aldo on October 8, 2010 at 2:41 PM · Report this

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