Rebranding's Catch-22: New Gap Logo Brings Out Fans of the Old Logo
The online reaction from the design community has also been negative. Here's a representative sampling from Brand New:
Tagline readers are familiar with this cycle by now: Logo redesign = wave of revulsion from design prigs.I hate Helvetica in logos. It has the unique ability to make anything look pedestrian and, in this particular case, it makes Old Navy, Gap's low-end retail sister, look like a luxury brand by comparison.
This is the Catch-22 of brand management: If you want to find out how much latent consumer loyalty there is for your existing marque, launch a redesign. Unfortunately, you'll only elicit that affection when it's too late.
I didn't care about the Gap logo until yesterday, when it appeared on gap's web site, and I suspect you didn't either. But now, everyone does.
It appears to be a major step backwards and I can't understand why they changed it.A Welsh View:
It appears that GAP has either redesigned its logo using Word Art or held a competition in a primary school.
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This is big branding mistake and clearly a display of corporate suits messing where they shouldn't.Fashioncopious:
This new Gap logo, ironicly, belongs more to financial institution than a clothing retailer.
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