Gap's New Logo: The Story Behind It's Failure

[Darkslayer912]

"I am in no way affiliated with Gap or it's bad design."

It is bad design?

[unluckylion]

hahah brilliant = )

[xato909]

lol u sound like you're trolling

[clarkbell]

Jeep?

[RoGFatalEnigma]

The font used in the new logo was Helvetica, you typographic illiterate...

[ZookanProductions]

@RoGFatalEnigma He stated that the Font used in this video is not the exact one used by GAP, and didn't use/state the actual font due to Copyright reasons.

[glitterbunny]

I work for Gap. We were told this new logo was used to promote our newest range of 1969 jeans and denim items. The signs on our stores were not changed..the logo on our clothing items were not changed..it was always a temporary thing. I didn't think anything of it until I came across people on youtube and even on the tv ranting about it. Does the world know something none of us were told about? It's left me a tad confused.

[194Anonymous]

@glitterbunny If it were supposed to be temporary, the marketing team certainly didn't do a very good job advertising for it... Companies can't assume that consumers will automatically know about promotions etc... Most just assumed it was supposed to be a permanent change.

[Syeda34]

wowo very nice

i like it

keep it up

[AnimeAngelPrincess]

This is hilarious!! I love it!

[WingedEllmo]

title should change "it's" to "its"

[Axuzie]

@WingedEllmo No it shouldn't.

[WingedEllmo]

@Axuzie yes it should. It's only used for "it is" or "it has" it doesn't mean possessive

it should be its because he using possessive for a noun, in this case, a company.

[Bapholo]

Someone may have already mentioned this. But I'll reiterate it to everyone's delight. When you're using the word "its" as a possessive, you don't use an apostrophe before the "s". You only use the apostrophe when you're using "it's" as a contraction, like "it is."

[littlebigalex]

Sounds like Steve Jobs in this vid

[Lunneychannel]

lmao !

[Music4ddicted]

Haha i felt bad , but this makes my day all good lol

[JDTVEXTREMEVIDEOS]

its got a gradient because its slowly fading away....into the past. lol

[elizabethbennettgirl]

hahaha that was a funny one !!!

[webcoredesign]

You can view my version of the GAP logo on my channel.

[PhotoshopInvasion]

G.A.P

GAY.AMERICAN.PEOPLE



[gurenig]

@PhotoshopInvasion LMAO! XD

[ISCEDGE]

hey,how did you get the logo for ur link on here

[emmanouil1980]

when you design a logo for a multi-millioner company you use Illustrator... :P

[arrowguy173]

39 peeps need to laugh a bit more.

[tajeshwar18]

are you serious designing the logo in photoshop? are you fucking mad?

[Cathyelliott]

Its future, not it's future!

[Chazzie13]

HAHAHAHA, made me chuckle!

[Thewaterofthepool]

"Everyone seems to be adding gradients these days. OH-- see?! A company for everybody!" :D

[enter0title0here]

Baha!! :D It's nice to know you have such a great sense of humor! XD

[xC4Rbonx]

LOLLLLLLLLLLLLL. I watched this a while ago and it's still funny as hell. I can't believe you didn't laugh making this video :)

[VLK1993]

lol, i laughed so much :D

[bix1995]

Hazard Cinema?

[Kris35Productions]

He sounds like someone from apple they would make a white sphere and call it genius

[SebastianMuino]

I HATED the new logo

[sirkinyo]

stupid video - and GAP is stupid - ur a f'n clone if u shop there LMAO

[MassacreMonk]

@sirkinyo Where do you shop WalMart?

[sirkinyo]

@MassacreMonk Mall of America whore :)

[HDFEST]

nice!

[Akuamorine]

i liked the new 1 better but they just had to change it back -_- good imitation i laughed

[LonelyManDreams]

I never cared for Gap. I see it as a gap in there style. If gap think that this is a way to make people come back they have failed again lol. I hate logo on clothing its like I.m advertising and not even getting payed for it.

[ThePSTutz]

i acctually loved the new logo... shame gap had to convert back to the old one :(

[ForeverPassionate]

Guys, this is a graphic designer. Of course he notices advertising all the time and judges it. I found this funny, because it does really suck.

[fromvnwithlove]

who cares

[listenwhatisayoh]

That was a publicity trick, and you fell for it.

[rtwillmott]

do you still play wow?

[jakeycool8899]

Hilarious and true.

[04artwil]

GAY AND PROUD :)

[JREAMdesign]

this is hilarious hahahaha

[walklb]

i do not get logo restyling... i mean, some yes but not the big and classic company ones...

What would be Coca Cola Without that TFT ? some things are meant to remain as they always were... like London's tube of example...

[S2KGrzechu]

Dude, you're not funny, so stop trying to be. And by the way, you're an asshole. :-)

[lolnclol]

@S2KGrzechu He's totally funny, and he's not an asshole :-)

But it's what I think, obviously.

[S2KGrzechu]

@lolnclol kk xD im just sayin' :P

[9MaxN]

lol @ 3:16 :P :D Anyway Well done :)

[animeviewer1]

Lol, good video!

[ladykatia1]

I like the shiny one with the little box. why did no one else?

[flashbuilding]

That was well done!

[dannymommens]

if that blue box is part of the past.. it should be down on the left corner of the logo..

[1Mudkip88]

You're awesome haha. You can tell they did it in like 2 seconds.

[Argon014]

How the heck do people tell the font just by looking at it? liked the vid :)

[Kibate]

@Argon014 actually, most of the time they just compare them. It's rare that a designer uses a compeltely unknown random font, so the chance is high that they use one of ~200 or so popular fonts. Now you just need to write the same text with the same size in photoshop right beside it and go through each font, it doesn't even take 5 minutes if you have good eyes.

[TruWearsBlue]

hahahaha what a fail logo choice

[HippiesPwn]

can you do a photo size and resolution tutorial

[designlikeapro]

Ha...funny take on the design process.

[maplemerry]

lol! Great stuff!

[N45HcH]

very nice ;)

[iogen70]

Funny yes, truthful? Probably. The Gap designer was probably a new hire fresh out of school working for $12 an hour. You know, like EVERY company wants to do with their design team!

[RandomCharie]

LOL!!!!!! love this vid

[nainhanif]

I they were just being lazy.

... and pinching pennies

[asgerregsa]

This is hilarious!

[theAntilli]

The biggest fail is probably using Photoshop for logo design..

[vanwiseman]

@theAntilli that's totally what i was thinking too. : )

[YASxYT]

@theAntilli it is? why?

[theAntilli]

@YASxYT simply because Illy (or Corel Draw if you wish) is mightier in logo design. Yes, I know, PS can handle vectors, but it doesn't save em as such plus it isn't made for it.

Not too long ago I was in charge of teaching some students the basics of logo design. thanks to our useless IT department, all the students got was PS and not Illy. Which showed in the process of making it and of course the final result.

[curry136]

I don't understand the big deal with the logo. Why would the public throw a fit about a new logo? Why do they care enough to even say anything about it?

[patq911]

I like this logo better than the old.  I never bought their crap anyway.

[buttonsandsmiles]

LOLLL thats the most unproffesinal logo i have ever seen gap = fail hahha

[kimmyshort]

Funny shit. hahha

[Alekona]

@AndyAutomaticss you understand he's not really trying to make a nice logo right?

[A40Watkid]

We went above and beyond, but we didn't stop there! Lmao :')

[headster86]

ALWAYS SO HELPFUL THANK YOU !!!!!

[TomiR18]

=)) such a elaborate joke

[CodeStain]

hahaha

[christ2006]

@AndyAutomaticss get the joke, douche. 

[soulsurvivor7]

Nice lol

[Cowinacan]

GENIUS!

[Audzy]

LMFAO

[blackrosalyn]

Lol I´m on the grafic design school, lets hope I´ll do better than that :)

[extralif3]

@blackrosalyn lets hope you use an excellent editor for all your work.

[youbecame]

That was funny as; thanks Howard!

[randoo53]

Hilarious video Howard!

Apparently though, a few people didn't quite catch that this was a satirical piece. I think you needed to use a catchy font for the word SATIRE and place it in a blue box with a nice gradient. Then they might notice. :)



[cipher2]

Brilliant! [Comedy+Education+Graphic Art+Current Events] Great mix, you could make a show based on this stuff, a great show! Kinda like Jon Daily but in a class room format or something. I wish they would have incorporated this form of teaching back in school, I proly would have got more to stick longer, very engaging. Thanks again iceflow!!!

[RiceNinja93]

i love this guy :')

[phearthis85]

Haha! wow I wonder who came up with that new "design". I hope they die a horrible death.

[imlike15]

it's like a new apple product..

[icesamurai8]

I like the new (Well not anymore) logo but what do I know.

[TheBaker000]

lmao

[MedievalGaming]

GAP=Gay absolutely paedophile lol

[ClickerTV]

and how to make a font thin ?..(not just reduce the size, but make it more thinner) .....thanks

[ClickerTV]

that thing at 1:06 ..how to get there, its not appearing...Im using CS5

[MrThunderfield]

@ClickerTV Window > Character :)

[ClickerTV]

@MrThunderfield I already found it, but still thanks a lot

[arrowguy173]

Beautiful! Love your vids.

[Obnoxiality]

You're hilarious :P Great vid

[BeachBallEffect]

Ironically, even tho' the logo was designed by the firm Laird and Partners, and Gap's post-blunder attempt to fix it via crowdsourcing (you design for free, we get all glory), the new-cancelled logo itself seems something you'll find on sites like 99designs. For your amusement go to dribbble-dot-com and search GAP, it'll make your day.

[BakuraSR45]

I think at first, gap was thinking "inside the box". now its 'outside the box" lol xD

[ardanaru]

@AndyAutomaticss omg.. why does everyone take this soo seriously? get a life...

[devchonka18]

hehe great video thats probably what they did :)

[nikkiwolf22]

hahaha

[lzlsanatomy]

nothing web 2.0 about that logo except for the gradient

[Anihihi]

oh god xD hahah, You really captured the failure that went into the new (old now) design of the GAP logo!

[DTZMasters]

lol made me tee hee

[Montapop]

Designing their logo seems to be the same process on how they design their clothes. BUURRRNN !

[TrumanPhotography]

This is about the Stupidest video I have ever watched... Whats the Point???

[IImoonifyII]

that video has genius all over it xD

really funny!

I'm glad they're sticking to their old logo.... now more that ever xD

[Jamaicangurl81]

wow they were moving TO that logo... mmm, lame

[iamstoned4life]

Damn, i don't get it...

[OverratedTodler]

is this suposed to be funny? cuz it is

[danagol1985]

hhm this is like when Pepsi changed their logo... I'll stick to Coca Cola from now on i think.

[nx47]

that's absolutely brilliant lmao

[Aquaragon]

Whoa! I thought that was the old logo! Wow, Gap failed...

[lip58]

@AndyAutomaticss That gradient is a vector man.

[TiramisuHappy]

The WORST logo change attempt in history was done for San Francisco 49ers some years back. I saw people lining up on the Golden Gate Bridge waiting for their turn to throw themselves into the Pacific Ocean!!

[grzybek110]

U speak like jobs xD

[katsumichan1908]

eeeeeeeee.....w. ah, gap.

[Koubenlin]

what do you mean, "we"? o_O

[mobabur94]

lol that was funny

[renzoalvau]

uahahhahhahha that was really fun! You should do one about the pepsi new logo!

[thewaba7724]

could be like gi joe's taking off the gi part, gf

[TeachUTech]

GAP changed it's logo? Huh. Didn't know.

[WopsJops]

@AndyAutomaticss

You missed the point

[babyd12]

lol love it

[Jno6991]

@AndyAutomaticss u can go vector in photoshop

[SenaPwns]

HAHAHAHAHAH i love you, so much ! xD

[henrikroxs]

@Iceflowstudios Jesus Christ they used Helvetica not Franklin Goth. For someone who's going to make a video complaining about design you should really be able to tell the difference between Helvetica and Franklin Goth.

[mrfreeman1995]

@henrikroxs That is true, however, I assume he used Franklin Gothic because it is a royalty free font whereas Helvetica is owned by Lino Type and costs to obtains so I'm guessing you can't mention it without paying the company.

[EXPLOSIVEEGG]

@henrikroxs wow, seattle down, they look very simular...

[IceflowStudios]

@henrikroxs I couldn't use the exact font for legal reasons. Trust me, I know what font they used.

[batfan1939]

@IceflowStudios You could have used Helectiva, as this is a parody of Gap. Parodies do not infringe on legal rights.

[TNTsharK99]

@IceflowStudios I think you should of said that you can't show or tell us what font for legal reasons on the video.

[562battlescape]

@IceflowStudios

you cant have a copy right on a font.

[TacoStoneProduction]

@562battlescape

Actually you can. What do you think the text that sais (c) _____ 2010 ?

[vicioussion]

@henrikroxs dad, get off the internet.

[bulld0z3rR]

@vicioussion hahahahhaha brilliant!

[TacoStoneProduction]

@henrikroxs

Dude. Really?

Your calling for Jesus Christ over FONTS?

[PostItsDead]

LMFAO. omg. this was to win<3

[NyteWalker00]

Considering the GAP brand overpriced crap, I couldn't care less about its logo.

[Meatbagz]

this was actually hilarious.

[Blarneybaby]

LOL YEEEEESSSSS!!! 

[blaznspadz]

sounds like apple.

[spreepin]

It was like creating the world!

[yilva]

itsux

[videonevin]

Gapmerican Gapparel?

[stakerul]

i liked the new logo

[Supremekhaoz]

OMG that was funny LOL

[MinishSword]

lol

[Winsucker]

Just use Cillibri-like anyone this days :B

[FantasticPyroclastic]

As bad as the rag they offer ...

[Dfrogman]

wait did they use this logo?

[E2DaXandah]

Is it me, or did he sound alot like Steve Jobs here?

[manning6680]

Its was actually helvetica, that was used for the new logo.

[TimeBreaker1987]

@manning6680

Professional logo designers use Comic Sans

[ZookanProductions]

@TimeBreaker1987 Sorry?! D: what a joke...

[TimeBreaker1987]

@ZookanProductions

bancomicsans . com/main/

[Hassan99999]

@TimeBreaker1987 No, they use Papyrus :D

[Annmey]

@TimeBreaker1987 I just cracked up laughing!

Haha, exactly.

That's the font I allways use, for everything!

Comic Sans is just perfect for a good quality CD!

[CSshockwavez]

@TimeBreaker1987 comic sans= common sense:)

[manning6680]

@TimeBreaker1987

lol!

[luciekout]

@TimeBreaker1987 comic sans forever :-)