The recreation of the Gap logo has created quite a stir among regular shoppers and outside press. The Helvetica-type redesign released earlier this month was attempting to fit in with other contemporary, successful businesses using the same typeface. Gap has had the same logo for over 20 years and thought it was time for an update. After much controversy, Gap revoked the release of the new logo. After scrapping the Helvetica logo, they started over and added some much needed adjustments to the old classic.
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| Old logo |
The tall, lengthy, compact appearance of the old Gap logo captured the zeitgeist of the 1990s. It fit in with the other logos of popular, successful companies at the time. The navy background expressed their reputation of classic sophistication. Overall, the old Gap logo was concise, simple and had become internationally recognized.
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| New logo |
The newest logo released has included some minor adjustments. The serif on the G has been shorted and now the crossbars match up, where as before they did not. The new logo has a more saturated royal navy background, which creates a greater contrast to the bright white letters. A viewer's attention is instantly on the word, GAP, than on the logo as a whole. The typeface was minimized to fill less space. Where as in the ‘90s, bold and striking was popular. In 2010, the popular marketing strategists prefer simple and understated.
When compared, the old logo looks like a faded t-shirt. The new appearance has created a stronger and more visually appealing outcome. Retaining the old font stays true to the spirit of what the Gap is and who their customer is. The logo proves to be modern but classic. The adjustments to the old logo have successfully modernized the old favorite.
http://www.bnet.com/blog/advertising-business/the-gap-logo-redesign-you-didn-8217t-notice-a-typeface-gets-a-tummy-tuck/6196
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