I am a designer and all my designer friends hated this new logo. I too think it is a poorly designed logo. Ironically my own artwork uses elements of the gap's re-branding.
The new logo rides upon a incorrect assumption that GAP's association is with a blue box - which it isn't. The original logo held value only when a blue box was combined with the company name in the recognisable slimline serif type, which was also used without the box in some applications. The box doesn't hold any branding weight to warrant playing with it in such a way.
1. I love it! I actually don't know what this company is all about, but it seems like they did this like a poem. Every poem has a hidden message and here it's about expending. They show how there used to be a blue square that surrounded them and now there's a little blue square surrounded by a white square showing that they have expended and that they are evolving!
2. It's so simple that it makes me want to love it even more.
3. I would've made that blue square a little bit bigger though.
One thing I noticed about the new logo is that it looked incomplete, like the GAP was part of a longer word, GAPPED or GAPPY. Maybe it's supposed to mean GAPPED-TOOTH-WONDER, as though the GAP was trying to get the hillbilly consumer into their brand.
I guess the biggest problem with the new logo was that is what up against the iconic old logo. Worse, while the old logo was simple and clean, the new one was sloppy and too busy. What was with that blue box anyway?
Well, we used to have Coke. Sales were low, so they came out with "new" Coke. People were mad and now we have Coke Classic and sales rose on both. If that wasn't planned, I'll eat a bowl of bugs. There's an old marketing phrase.." It doesn't matter what they're saying about you, as long as they're talking about you. So make an ugly new logo, everyone runs out to buy the old logo clothing and then bring back "Coke Classic". Brilliant.
The new logo doesn't have the charisma. It didn't grab my attention, it just looks like some random text. I'm not even a graphic designer, but I do have good taste in stuff.
In addition to the bad design, American Apparel already uses black Helvetica text on white. A tiny blue square isn't going to do much to make Gap stand out from their competitor.
I didn't expect that Gap would change their logo, and didn't quite like their design. It's simple but doesn't match with their style of clothing. I find the old logo iconic, preppy, yet it is stylish with some prestige. The new logo - this is a dumb joke, and the designer wasn' t thinking about the value of the brand, and the value of clothing in the fashion culture. I picture gap as casual, preppy, fashionable, yet it holds prestige in their brand. New logo is a really bad idea!
When I first saw something posted about the new Gap logo I actually thought it was a dumb joke someone was making... I can't believe they really intended to use that as their logo.
I think it was approved by an uncreative marketing manager who only saw wether it would work on letterheads. If not a hoax, this is the kind of snafu that would have cost someone's job and destroyed a graphic designer's rep.
@curry136 Since so many people do not like it, I'd love to hear what you like about it. Sometimes people see things that others miss and there are those that like something and those that don't, regardless of what it is.
I think that if they were going to go in a new direction they should actually do so. They seemed to have just de-constructed their current logo and reorganize it. If they actually wanted to re-brand positively they should have gone in an entirely new direction rather than keeping the blue square element because in the new logo it adds nothing other than to draw reference back to the previous logo.Also using a font like helvetica may have not been the best choice because it is such a loaded font.
I hav never heard 4 GAP but i kinda like the bule square behind the letters^€ but i hate letters. But i dislike old logo as well bcs it looks so old school. Lol i can make new pogo myself! I could make sooooo much money out of it xD! Haters-kill me now im waiting for you;*
I'm not a designer, but i must say that logo is a big failure, for a multi million dollar company like GAP, you would think you would spend some time designing a decent logo, that logo looks like it's been designed by a 12 year old kid in Microsoft Paint, seriously what where they thinking.
From a non designeR nobody...... New logo is OBVIOUSLY crap, looks like it's from the 90's. So crap that they'd generate criticism and have to 'change' it back. Way to save $ on advertising. Just make up some story that creates controversy. Profit!
I really appreciate all your comments! I love reading through to see what you are all thinking about this topic. Great conversation and comments...keep 'em coming!
@Bored00m I wanted to check this out and the "G" and "P" in the Frankilin Gothic font is slightly different. You can recreate the logo exactly with Helvetica. Thanks for watching!
@corkbender Thanks corkbender! I see what you mean about the Powerpoint slide ;). Although there are many logos that seem "easy", this one just really stood out to me and appeared lazy as you stated.
@YTinjustice Exactly! Good design balances simple with elegant if that's what you are going for. You don't want to try for that and miss the boat entirely which seems to have happened here.
@7Nubi I think that is the better way to go with redesigns. There are successful logos that have been completely redone, but their old logo wasn't broken. A refresh might have been an a better move especially when their logo is so iconic.
The old logo needed moving on - it looks dated. The new logo did not hit the mark. Gap are wrong to go back to the old based on peoples comments...people preter the old log over the new but I know we would have produced the perfect solution. Gerry Arcari (Vivid Creative MD)
That simplistic, armature, low budget looking logo reminds me of the Democrats new logo. I can close my eyes n doodle stuff better looking than that. And what's with all the logo changes recently. and who is this guy "freedomalert"? I should put an American flag logo on this forehead.
this is to me like when walmart changed its logo to a weird flower thing from a star. to me when walmart changed its logo i was shocked i mean the yellow was a nice touch but the sign didnt cut it but i got used to it even though the star was better. so with the whole gap thing going on to me old seems better. but if i desinged a new logo for GAP it would way better than this new one.
@bakugancrazies0 Good call on the Walmart logo. I remember noticing the change as well. But you are right, we all got used to it even if it was harder to stick. I still think of their happy smiley face even though I know they have a new logo.
This comment has received too many negative votesshow
what kind of people makes a big deal about a logo of a private company? Makes USA looks stupid, is this all the pep care about here. There are more important pressing matters. These has to be the same pep that voted for Obama, careless about the real matters and concern with stupidity.
@freedomalert Valid point, however as a channel all about design, this is quite a relevant topic to cover. It's certainly not the biggest thing happening in the world, but it is relevant nonetheless. There are always more serious events happening in the world that also deserve our attention.
@freedomalert I think people feel connected to certain brands and therefore share their opinions. The internet provides a place to share easily. This could be why there is so much discussion over the Gap logo. In the end, Gap can do whatever it wants to do. Also, let's not forget that when times are tough we look to other things to focus keep our minds busy. We're human and we react and respond to what is going on regardless of importance or severity.
@marvygmarv but you are still here. I am, nevertheless, looking for a job in the internet, and decided to relax by laughing with vids in youtube. What's your excuse.
@freedomalert LOL, that's weak. I'm not about to share personal details with some stranger on the internet but trust me, I'm set. Drawing the conclusion that a person watching YouTube is anything other than employed is narrow-minded.
Anyway, judging by your posting history and YouTube channel, you do appear to take it all a little more seriously than just having a laugh. My advice, stop relaxing and keep looking for a job "in" the internet :-D
@freedomalert well some people do, not the majority for sure. Only the ones who can think and see past their noses would know that the visual identity of a company is more important than the actual product. For the rest, mindless sheep, just kept following without questioning and kept spending money. We appreciate that.
good thing they went back to the original logo...probably did it just to get people talking about the company like you mentioned! but, ugh, what a nasty & boring design that makes no statement whatsoever!
@jaxon530 and that could be a whole different topic. I wonder if standing by a change even with those who are against it is better than retreating just because you have negative feedback. However, this situation received a huge amount of feedback so it's back to the drawing board for Gap because of it.
the old logo is great! The new one is really strange. Especially the square looks out of place some how : /
unluckylion 1 month ago in playlist Uploaded videos
The old logo was so much better. Classy font, understated colour. The other looks like a dodgy real estate company
LukeHeyes 3 months ago
I am a designer and all my designer friends hated this new logo. I too think it is a poorly designed logo. Ironically my own artwork uses elements of the gap's re-branding.
SirDrMr 10 months ago
My version of the GAP logo is on my channel.
webcoredesign 1 year ago
The new logo rides upon a incorrect assumption that GAP's association is with a blue box - which it isn't. The original logo held value only when a blue box was combined with the company name in the recognisable slimline serif type, which was also used without the box in some applications. The box doesn't hold any branding weight to warrant playing with it in such a way.
webcoredesign 1 year ago
Ok....
1. I love it! I actually don't know what this company is all about, but it seems like they did this like a poem. Every poem has a hidden message and here it's about expending. They show how there used to be a blue square that surrounded them and now there's a little blue square surrounded by a white square showing that they have expended and that they are evolving!
2. It's so simple that it makes me want to love it even more.
3. I would've made that blue square a little bit bigger though.
TheMFrogue 1 year ago
One thing I noticed about the new logo is that it looked incomplete, like the GAP was part of a longer word, GAPPED or GAPPY. Maybe it's supposed to mean GAPPED-TOOTH-WONDER, as though the GAP was trying to get the hillbilly consumer into their brand.
bearmare 1 year ago
I guess the biggest problem with the new logo was that is what up against the iconic old logo. Worse, while the old logo was simple and clean, the new one was sloppy and too busy. What was with that blue box anyway?
bearmare 1 year ago
A very bad & tasteless design. Everyone hates the new GAP logo and even my dog barks at it when he sees it. Fire that new GAP designer. Period.
diehardcowboys 1 year ago
New Logo looks like a Word clipart gone wrong. The old logo has better font, and looks MUCH MUCH stronger.
And yea.. I am a graphic designer.
bathellfire 1 year ago
this looks like something i could make in powerpoint
ps2dude13 1 year ago
Well, we used to have Coke. Sales were low, so they came out with "new" Coke. People were mad and now we have Coke Classic and sales rose on both. If that wasn't planned, I'll eat a bowl of bugs. There's an old marketing phrase.." It doesn't matter what they're saying about you, as long as they're talking about you. So make an ugly new logo, everyone runs out to buy the old logo clothing and then bring back "Coke Classic". Brilliant.
slugg63 1 year ago
The new logo doesn't have the charisma. It didn't grab my attention, it just looks like some random text. I'm not even a graphic designer, but I do have good taste in stuff.
jordana8899 1 year ago
I hate it....and since designers hate it, I feel good about myself.
jordana8899 1 year ago
The new logo is so simple and eye catchy
evaldaskowka 1 year ago
In addition to the bad design, American Apparel already uses black Helvetica text on white. A tiny blue square isn't going to do much to make Gap stand out from their competitor.
grecomic 1 year ago
I didn't expect that Gap would change their logo, and didn't quite like their design. It's simple but doesn't match with their style of clothing. I find the old logo iconic, preppy, yet it is stylish with some prestige. The new logo - this is a dumb joke, and the designer wasn' t thinking about the value of the brand, and the value of clothing in the fashion culture. I picture gap as casual, preppy, fashionable, yet it holds prestige in their brand. New logo is a really bad idea!
doraima29 1 year ago
When I first saw something posted about the new Gap logo I actually thought it was a dumb joke someone was making... I can't believe they really intended to use that as their logo.
sarahfication 1 year ago
@sarahfication I did too. I kept researching to see if this was something to get people talking or if it was really what Gap wanted to do.
designlikeapro 1 year ago
I think it was approved by an uncreative marketing manager who only saw wether it would work on letterheads. If not a hoax, this is the kind of snafu that would have cost someone's job and destroyed a graphic designer's rep.
thejobloshow 1 year ago
kinda liked the new logo.
curry136 1 year ago
@curry136 Since so many people do not like it, I'd love to hear what you like about it. Sometimes people see things that others miss and there are those that like something and those that don't, regardless of what it is.
designlikeapro 1 year ago
@designlikeapro iceflowstudions as i remember explained the new logo.
point6000x 1 year ago
@point6000x That's true, but it was a parody of the process, not the real reason behind the new logo.
designlikeapro 1 year ago
@designlikeapro yes, but this could be true or a part of the thoughts the designers had.
point6000x 1 year ago
@designlikeapro oh and there are MANY thoughts behind the logo:
watch?v=jEojV_gq9fQ
point6000x 1 year ago
I think that if they were going to go in a new direction they should actually do so. They seemed to have just de-constructed their current logo and reorganize it. If they actually wanted to re-brand positively they should have gone in an entirely new direction rather than keeping the blue square element because in the new logo it adds nothing other than to draw reference back to the previous logo.Also using a font like helvetica may have not been the best choice because it is such a loaded font.
aguaminte77 1 year ago
I think redesigning is a good idea in a way. It gives the company a new fresh look, which is what many people want to see these days.
I think GAP is established enough to where they could redesign their logo and everything be fine. Unfortunately they dropped the ball with this
TheMatkaZiemia 1 year ago
I hav never heard 4 GAP but i kinda like the bule square behind the letters^€ but i hate letters. But i dislike old logo as well bcs it looks so old school. Lol i can make new pogo myself! I could make sooooo much money out of it xD! Haters-kill me now im waiting for you;*
GROMINBLX 1 year ago
Très bonne analyse de l'échec du logo de Gap par Logo en Vue : blog.logoenvue.fr/analyse-logo/pourquoi-logo-gap-conteste-547
Zok91 1 year ago
@Zok91 Merci beaucoup!
designlikeapro 1 year ago
it failed because it did not use Wingding *full_stop*.
KPop021 1 year ago
I'm not a designer, but i must say that logo is a big failure, for a multi million dollar company like GAP, you would think you would spend some time designing a decent logo, that logo looks like it's been designed by a 12 year old kid in Microsoft Paint, seriously what where they thinking.
Olieekay 1 year ago
From a non designeR nobody...... New logo is OBVIOUSLY crap, looks like it's from the 90's. So crap that they'd generate criticism and have to 'change' it back. Way to save $ on advertising. Just make up some story that creates controversy. Profit!
JasonJJasonJ 1 year ago
Comment removed
JasonJJasonJ 1 year ago
I don't know anything about design, but the new logo looks fat and soft, like it should be for Baby Gap.
tizacat 1 year ago
I really appreciate all your comments! I love reading through to see what you are all thinking about this topic. Great conversation and comments...keep 'em coming!
designlikeapro 1 year ago
it's actually franklin gothin font.
Bored00m 1 year ago
@Bored00m I wanted to check this out and the "G" and "P" in the Frankilin Gothic font is slightly different. You can recreate the logo exactly with Helvetica. Thanks for watching!
designlikeapro 1 year ago
@designlikeapro ITC Franklin Gothic Medium and just modify the vertical scale to 91%. That should make it look identical iirc. :) nice channel btw!
Bored00m 1 year ago
@Bored00m Thanks!
designlikeapro 1 year ago
@Bored00m If its a comment about what font was used in the new logo, your wrong, its Helvetica, not Franklin Gothic.
mrsarun 1 year ago
@Bored00m no it's not Franklin, you watch too much iceflow. it's helvetica allright.
gilegraam 1 year ago
@Bored00m an iceflowstudios fan as well perhaps?
imdatpisceschick 1 year ago
I agree with your assessments, the new logo strikes me as lazy, almost as if someone did it on a powerpoint slide. Anyway, nice analysis.
corkbender 1 year ago
@corkbender Thanks corkbender! I see what you mean about the Powerpoint slide ;). Although there are many logos that seem "easy", this one just really stood out to me and appeared lazy as you stated.
designlikeapro 1 year ago
the new logo maybe work good for road repair company.
abo3lianTV 1 year ago
What song is played at the beginning? Thanks in advanced! :D
pitchshifter567 1 year ago
i think its ok mabey its to make people realize that they can make logos to i guess
abijewgay 1 year ago
im a designer... and this logo is bad because its simple, but dont take me wrong logo needs to be simple, but smartly simple not simple simple.
YTinjustice 1 year ago
@YTinjustice Exactly! Good design balances simple with elegant if that's what you are going for. You don't want to try for that and miss the boat entirely which seems to have happened here.
designlikeapro 1 year ago
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SPEEDSTER7201 1 year ago
All publicity is good publicity!
Mkalola 1 year ago
@Mkalola Right you are! This could very easily have been a social media/ pr wonder and a design blunder all in one :).
designlikeapro 1 year ago
The old logo has more character. They could have updated and still kept it's signature look.
7Nubi 1 year ago
@7Nubi I think that is the better way to go with redesigns. There are successful logos that have been completely redone, but their old logo wasn't broken. A refresh might have been an a better move especially when their logo is so iconic.
designlikeapro 1 year ago
The old logo needed moving on - it looks dated. The new logo did not hit the mark. Gap are wrong to go back to the old based on peoples comments...people preter the old log over the new but I know we would have produced the perfect solution. Gerry Arcari (Vivid Creative MD)
gerryarcari 1 year ago
@gerryarcari That's the interesting thing for designers who see this new logo. We all have ideas that would have been a better design route!
designlikeapro 1 year ago
if the brand is about selling short fat and generic clothing than great logo.
danielruiz 1 year ago
That simplistic, armature, low budget looking logo reminds me of the Democrats new logo. I can close my eyes n doodle stuff better looking than that. And what's with all the logo changes recently. and who is this guy "freedomalert"? I should put an American flag logo on this forehead.
colinsilver105 1 year ago
this is to me like when walmart changed its logo to a weird flower thing from a star. to me when walmart changed its logo i was shocked i mean the yellow was a nice touch but the sign didnt cut it but i got used to it even though the star was better. so with the whole gap thing going on to me old seems better. but if i desinged a new logo for GAP it would way better than this new one.
bakugancrazies0 1 year ago
@bakugancrazies0 Good call on the Walmart logo. I remember noticing the change as well. But you are right, we all got used to it even if it was harder to stick. I still think of their happy smiley face even though I know they have a new logo.
designlikeapro 1 year ago
This comment has received too many negative votes show
what kind of people makes a big deal about a logo of a private company? Makes USA looks stupid, is this all the pep care about here. There are more important pressing matters. These has to be the same pep that voted for Obama, careless about the real matters and concern with stupidity.
freedomalert 1 year ago
@freedomalert Valid point, however as a channel all about design, this is quite a relevant topic to cover. It's certainly not the biggest thing happening in the world, but it is relevant nonetheless. There are always more serious events happening in the world that also deserve our attention.
designlikeapro 1 year ago 7
@designlikeapro You do have a valid point, but to go media crazy about, it is over the border.
freedomalert 1 year ago
@freedomalert I think people feel connected to certain brands and therefore share their opinions. The internet provides a place to share easily. This could be why there is so much discussion over the Gap logo. In the end, Gap can do whatever it wants to do. Also, let's not forget that when times are tough we look to other things to focus keep our minds busy. We're human and we react and respond to what is going on regardless of importance or severity.
designlikeapro 1 year ago
@freedomalert What kind of person spams YouTube with the same message about an insignificant corporate logo change? Makes them look stupid.
marvygmarv 1 year ago
@marvygmarv Checking to see how it feels to waste my time in something stupid like the gap logo.
freedomalert 1 year ago
@freedomalert God, I wish I had that kind of free time. Except I'd do something a little bit more intelligent with it.
marvygmarv 1 year ago
@marvygmarv but you are still here. I am, nevertheless, looking for a job in the internet, and decided to relax by laughing with vids in youtube. What's your excuse.
freedomalert 1 year ago
@freedomalert LOL, that's weak. I'm not about to share personal details with some stranger on the internet but trust me, I'm set. Drawing the conclusion that a person watching YouTube is anything other than employed is narrow-minded.
Anyway, judging by your posting history and YouTube channel, you do appear to take it all a little more seriously than just having a laugh. My advice, stop relaxing and keep looking for a job "in" the internet :-D
marvygmarv 1 year ago
@marvygmarv LOL are you stealing time to your employer? LOL
freedomalert 1 year ago
This has been flagged as spam show
@freedomalert "LOL are you stealing time to your employer?"
That sentence makes no sense. Is English your first language? And why are you obfuscating?
marvygmarv 1 year ago
@freedomalert well some people do, not the majority for sure. Only the ones who can think and see past their noses would know that the visual identity of a company is more important than the actual product. For the rest, mindless sheep, just kept following without questioning and kept spending money. We appreciate that.
cachorro25 1 year ago
@freedomalert shut the hell up retard. If you don't like graphics and design, they get the fuck off the page? stupid PEP!(whatever that means)
Bored00m 1 year ago
@Bored00m I would never hire someone that express himself like you.
freedomalert 1 year ago
good thing they went back to the original logo...probably did it just to get people talking about the company like you mentioned! but, ugh, what a nasty & boring design that makes no statement whatsoever!
jaxon530 1 year ago
@jaxon530 and that could be a whole different topic. I wonder if standing by a change even with those who are against it is better than retreating just because you have negative feedback. However, this situation received a huge amount of feedback so it's back to the drawing board for Gap because of it.
designlikeapro 1 year ago