GAP to return to old logo
- Started
- Last post
- 72 Responses
- epic_rim0
it wasn't a 'plan'. it happened, the VPs signed off on it, the public hated it, they backed out.
- BonSeff0
it wasn't a plan. it was a stunt. they have thousands of storefronts across the country.. seriously think an entire signage campaign was gonna go with that look? its like rolling to the club with a hitler stache, sure it will get people talking.. but is it gonna get you layed? possibly, by some klansman's daughter.. props to whatever agency suckered them into it
- what exactly is achieved with this 'stunt' then? publicity? site hits? This won't exactly leave a lasting impressionDodecahedron
- its a good point about the store fronts...never mind the clothes. But really what on earth were they thinking thenDodecahedron
- BaskerviIle0
You can't just say 'it's a bad logo'
that doesn't mean anything. You can say you don't like the logo but I have yet to see a convincing argument why the new Gap logo was 'bad'Anyone who knows anything about branding knows that a logo never exists on its own. We never got a chance to see the new logo live in context of the new look and feel etc. It can't be a bad logo until it has failed to work within its system, but we never even saw that.
not liking the look of it is not reason enough to scrap it. It was only around for a few days, how can anyone judge that? it never even made it to stores etc.
if the share price dropped that's only a reaction to all the mindless criticism on the internet. Gap caved at the first reaction, without even giving the logo (and supporting brand identity) a chance, that's what annoys me
- in which case it's hard to believe this could be anything other than a stunt...rupedixon
- but it was bad design...the fact that it needed the gradient to keep it legible is bad design.rusty_ace
- basker, usually i would defend this way of thinking. but god help you if you couldn't see that the logo was horrible...iCanHasQBN
- BaskerviIle0
I'm embarrassed to be a designer today.
A company has designed a new identity, it was signed off and made public. No one has to like it, but it was legitimate work.
We're supposed to embrace the new and be open minded as creatives, yet everyone jumps on the bandwagon and bashes the new logo because it's new and different.
It amazed me how conservative the design community has proved itself with this whole thing.
I'm also sad that a company would bow to public pressure so quickly. If a company signs a new identity off then that should mean they have the confidence to defend their decisions. The fact that gap have reneged on their choice after only a few days is pathetic.
Imagine is the london 2012 olympics hadn't stood firmly behind their logo. Public opinion was very divided but now everyone is used to it and it works well.
This design was never given a chance and as designers, without having seen the new gap logo work in context or even have a chance to live properly, we've already shot it down. This is a dangerous precedent to set.
I guess the only good thing that came out of this, is that AIGA persuaded gap not to try crowdsourcing, a practice that is even worse for confidence in professional design
- +1dboleas
- The problem is that they went from good to very bad and then try to spin crowd sourcing into ittOki
- Designers have the right to voice their opinion on a logo as much as the publicGlitterati_Duane
- GAP set the wrong precedent by backing downGlitterati_Duane
- I'm open to new good design. not bad new design. It was just a bad logo.rusty_ace
- the new logo was horrible, plain and simple, good for them for not sticking with crapformed
- dude stocks wre dropping that says everyhting to a corporation + it was a bad logo.74LEO
- NEVER USE GRADIENTS IN A LOGO...
EVER!74LEO - its not because we fear change. its because the logo was CRAP. simple as that.iCanHasQBN
- pillhead0
This Gap Logo campaign was just plain brain dead all round, you have a shit logo to drum up media attention, and then Gap go back and declare they are idiots on a massive level, all for brand recognition, the only recognition Gap have achieved is Moron status, maybe they could put that on there Facebook page.
- ukit0
GAP themselves says "not a PR stunt"
And was designed by Trey Laird along with Gap's president Marka Hansen.
http://www.fastcodesign.com/1662…
^ This is a nice blog BTW
When you look at the ads Laird's been doing it seems pretty clear it wasn't fake but just the direction they were moving in.
Sorry to bump this thread, just wanted to provide some closure to this harrowing story.
- Dodecahedron0
Someone articulate what the purpose of the stunt was then if it was one. Sry 'publicity' and 'site hits' arn't enough in my opinion. Gap doesn't want to be viral of the day, they effectively degraded the brand and offended a lot of professionals... I can't think of anything this would accomplish in this context.
- PonyBoy0
Baskerville... did your new logo just get scrapped for the old one?
:)- lol, just trying to provide the other side of the debate. I don't like it myself, just don't like the mindless criticismsBaskerviIle
- ukit0
Imagine being the person who came up with that logo
- clearThoughts0
I think this was a promotion trick...
- numero10
I wonder if gap's representatives spoke to facebook's & twitter's heavy heights about the whole situation
- im sure they have someone running social media who saw all the logo press.dirtydesign
- ukit0
If the goal of the publicity stunt was to make their management look like idiots, drive down the stock and piss off most of their customers, then I agree it's genius.
- set0
The only real negative associations come from people like us in the design and branding areas. To the hundreds of thousands of other people that have been led to the Gap site through twitter, facebook, news articles everywhere etc this is at the very least a reminder to them that Gap exists. I for one had a look through the site and might have even bought something if they shipped to the UK. It's marketing genius because the whole interwebs is talking about them and let's face it, having a questionable logo isn't exactly the most negative thing you can associate with a brand.
- seriously. this whole stunt offended us 100x more than the average non-designer visiting their site...iCanHasQBN
- ...just to see what the new logo is all about.iCanHasQBN
- vitamins0
no more gap threads, please
- set0
- definitely better than all the crap threadsDodecahedron
- i see what you did.iCanHasQBN
- .iCanHasQBN
- there.iCanHasQBN
- thanks set, buddyvitamins
- aww don't be like that!set
- stfuvitamins