Why GAP?... Why?
Posted by Derek Pine on Wednesday, October 06, 2010 at 9:07 AM | More From This Author ยป
The GAP has spent the better part of the last two decades building a brand image using its logo. So far it's worked great. It helped the GAP become one of the most recognizable American retail brands. It's a mark that speaks sophisticated yet casual, modern, strong and desired.
But all good things must come to an end, I guess.
This new "thing" (I refuse to call it a logo) looks like something made by the high school yearbook staff using Microsoft Word. And from a brand recognition standpoint, it kills everything they have done for the last 20 years. I acknowledge the need to update a logo... but when all of your advertising and marketing dollars go to building a brand that is recognized for its mark... you better be careful. Or second-guess that decision.
I give this new "thing" a few months. The GAP will realize they should have stuck with tradition instead of trying to "recreate" themselves when they already had something good going.