The New Gap?!?

Always all but too eager to gloat the fact that they were founded in 1969 (though often leaving off the “19”), Gap some how thought that it would be a good idea to change their logo… Now this is not always a bad idea, but Gap is very well know for it’s visual identity. This 180 flop is NOT for the better. You can see where they were headed and I get the idea, modern, more sleek and contemporary, but this is a huge swing and a miss. What is that smudge behind the P? Is that the former gap blue square running away from the hideous new logo, and the fade is supposed to be a streak of color since it is running so fast? Absolutely terrible. My students make better stuff then this their first week of Illustrator. Not only is Gap pulling away from an identity that was so strong that just a bark blue square invokes the Gap name, but they moved to complete garbage. The closest comparison that I can think of is the the Tropicana switch back in February 2009. Tropicana on the other hand at least made a new sleek and aesthetically pleasing layout, the only folly there was the move from the visual identity that apparently everyone loved (seen by the steep sales drop). Someone is going to get fired over at Gap…

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