I do not know why generic looking logos is the cool trend now a days. The old Gap logo was just fine.

...the cool trend now a days.

Old hat.
Check out #6 of the Helvetica Meditations (2005)

If they wanted a Seventies vibe, they should have just gone back to their original logo:

(By the way, I wonder how many people nowadays knows that the name of the store was a reference to the "generation gap"?)

Looks like they wanted a logo to match some standard Powerpoint template.
If I had made that I'd make it top secret too… :-\

Sohappy2, I agree with you! The old logo was way better! In which typeface was it set before the new "Helvetica" logo? Maybe if they had used some compressed Helvetica...

Maybe then is just a matter of getting used to the new one. I don't know.

Love that link, Nick. Thanks.

But #6 is Arial.

I'm not a fan of the new GAP logo, looks a bit cheap? with that slightly faded/worn blue square.
Maybe they should have played on with the word a bit?
Or just left it was it was, just changing the typeface?

«Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.»

http://www.facebook.com/gap/posts/159977040694165

:-\

Aha.
So it is a sly ruse to generate virality and rile graphic designers into making their new logo for free.
Speculative work trendily renamed crowd sourcing.
Is this sleazy conceptuality what passes for marketing "creativity" these days?

Don't think I will be playing that game.

Nick Shinn, R.G.D.

You may be laughing now, but wait until the fad catches on :)

http://www.kutilek.de/tmp/gap-logos.png

My guess is that the negative reaction caught the Gap by surprise and they're using the "crowd sourcing" offer as a diversionary tactic.

They undoubtedly have a lot of time and money invested in their new identity, and are probably hoping that the furor will blow over quickly, especially if people become sidetracked into judging a bunch of amateurish submissions.

If it doesn't blow over, they'll probably just hire a new agency.

An update on the logo situation has been posted at the brand identity site "Brand New". It includes this statement from a VP at the Gap:

"The new logo was designed by Trey Laird and his firm Laird and Partners, who have served as Gap’s creative directors for many years, while working closely with Gap of North America president Marka Hansen. While Chandler stresses that Gap stands by the logo they’ve created, they also want it to signify that the company itself is changing — and that should come with input from consumers.

“I’m not going to comment on specific aspects of the dialogue. But we’re thrilled about the energy and passion that customers have shown. We want to collaborate with them.”

— Bill Chandler, vice president of corporate communications

The article also includes an interesting open letter from the well-respected design firm of Siegel+Gale, which would like to get the job of redesigning the logo.

http://www.underconsideration.com/brandnew/archives/follow-up_gapgate.php

I quite like the concept of that one myself. I'd adjust the spacing a smidge, and have the round parts of letters thin at the joins (like a decently done typeface), but the idea is pretty fun.

T

Back to the old logo:
http://www.gapinc.com/public/Media/Press_Releases/med_pr_GapLogoStatemen...

Was it a fiasco, really? or did the Gap just create a huge buzz with lots of free press and get lots of people to pay attention to them?

It doesn't really show them as a strong-minded company with the courage of their convictions. But they should have chosen a better logo option in the first place, as I am sure there was more than one choice. I suspect the people at Gap being presented with the logo were a load of design-illiterate suits being talked at by some gift-of-the gab marketing department flanneller.

> did the Gap just create a huge buzz with lots of free press

I don't think it was a deliberate P.R. strategy. It created angry customers and negative press.

Even with good designers & executives at the helm, bad missteps can happen sometimes in logo design, just as good movie directors sometimes have flops, or good authors sometimes write a stinker. It happens sometimes.

I think a suitable gap has gone by- it might be safe to post this now.

New Gap Logo? No worries.