Gap Gets A New Logo (PHOTOS, POLL)

Gap has debuted a new logo on its website, doing away with the blue square we've come to know and love. There's no word if the stores will follow suit or if it's just an online thing.

Blog Kitsune Noir reports that the design community wasn't too impressed and that the new logo now has its own (perhaps unofficial) Twitter account addressing complaints.

Take a look at the new logo below at right and tell us what you think.

Quick Poll

Gap's new logo is:

Awesome!

Terrible.

Share your vote on Facebook so your friends can take this poll

Comments

[Alscort93]

12:51 AM on 10/13/2010

This is almost as ridiculous as internet bullying. To me, price and quality sells. I'm hard on clothes. I work on my car, I work on my house, cut wood, if my clothes will last and not be completely destroyed I'm happy. Especially if I didn't pay much for them. That being said, I buy most of my jeans and t-shirts at Walmart and Target, and they last me just fine. I know in my lifetime Walmart has changed their logo, even changed the architechture of their stores quite a few times, and it was no big deal. Chevrolet has tweaked their logo. Dodge was all about change in the mid 90's, logos were tweaked a bit. Hardee's has made a couple of logo changes, Carls Jr had something to do with it but still. McDonald's has tweaked their logos a few times. Pizza Hut, Pepsi, Mtn Dew ...etc... That just says to me that the people buying product from GAP don't care what they pay or how good of quality GAP's clothing line is, just how the logo looks, which is extremely bland in my opinion, and that someone will know they shopped there. Basically if they sold anything good to begin with then this should not have been a big deal, but I'm sure they are a quality brand. This country has become WAAYYY too materialistic. So GAP Executives, grow a pair, make a new logo, move on with the times.

[Gribnoy]

03:53 PM on 10/12/2010

"The internet kills Gap's new logo"
http://moo.bz/OKx5T7

I am happy to see such a major brand reacting in a timely manner from their audience responses across the social web.

[BuieWynn]

12:50 PM on 10/12/2010

What were their advertising people thinking? What next? Tiffany tossing their pale blue boxes?
GAP should fire their advertising company, and then fire or demote the GAP people who made this decision.

[signgrrl]

11:10 AM on 10/12/2010

Mondrian on a lazy day.

[Ben Nanninga]

10:07 AM on 10/12/2010

If they wanted fresh and new they should have hired Mis i Pile. Good design is hard to find. But logos are hard and the problem is those with final say are visually illiterate and too ignorant to know it. That's where salesmanship as a designer is important.

[DaretoHOPE]

05:50 PM on 10/11/2010

Worst
logo
everrr!!

[binq56]

12:22 AM on 10/11/2010

I am sure they spent millions on this. Epic Fail!

[WilliamFrankie Dobbins]

09:49 PM on 10/09/2010

I can understand the need to keep up with the changing times, but to take a Logo & totally destroy it doesn't make sales soar...People today are somewhat superficial and no one wants to carry around a bag with a deadbeat Logo. To me, it says "Baby Gap"...
It's very juvenile, unappealing, & clip art looking. That Logo is going to cause the sales to drop immensely. I have an idea for this Logo that'll make everyone stand up and cheer and ready to shop with pride...I would love for someone to contact me if they're interested in my idea...

Thank you!

[Belle Grant]

01:57 PM on 10/09/2010

Not eye catching at all..Not memorable at all. Can you say boring and lost in the shuffle????

[Claire L]

10:42 AM on 10/09/2010

Fail by Gap. This looks like something a kid came up with while playing with word art in about 2 minutes.

[supportamerica]

10:29 AM on 10/09/2010

As a consumer, I do not like the new logo. It makes me wonder why the shift. The small blue square almost reminds me of a question mark. It's like they are saying "will you shop at the Gap?"

[TweetieBird]

10:17 AM on 10/09/2010

For whatever reason, I must admit I am humored by the GAP logo fiasco. As someone who spent years working for big corporations, (but now a consultant), I get a chuckle reading about corporate blunders.

Here is some advice: "If it aint broke don't fix it."

[artsyone]

02:42 AM on 10/09/2010

As a branding professional, I know that building a brand is a long arduous process. The recession has been a good time for companies to introspectively look at their brands and consider if a fresh approach to their brand and their messaging is in order. I have written some articles on this topic and I do think this is a great time to rethink visual strategy. But if I had looked at Gap as a visual communications consultant, I would have assessed that this would be a completely wrong approach. GAP has a brand that represents stability and durability, qualities that are deeply valued right now.

By throwing out their present brand completely, they are saying 'We're confused and scared and there is no foundation beneath our feet. We don't know where we are going right now, so let's convey that message to the world'.

Then they chose a logo design that looks like a design intern did it, is not timeless, does not say 'we are a mature company with confidence' and does not even work in a one color version or as an iconic bug, all qualities necessary and all taught in design 101.

[Ivatsol]

02:34 AM on 10/09/2010

did they use photoshop or Microsoft word to change the font... i mean?

[Fred Enfield]

04:51 PM on 10/08/2010

Believe it or not, a client once told me ( no joke ) that he liked the logo I designed for him but he couldn't make a final decision until he showed it to his dog. If you'd like, you can blame me for not having A-List clients.
The new GAP logo seems to follow the line of thinking of a lot of non-creative business people:
"It only took me 5 seconds to read it, so it shouldn't take you more than 5 seconds to design it".
Well...at least they didn't put a swoosh under it or the letter i in front of it and call it iGAP.

[artsyone]

03:06 AM on 10/09/2010

Totally believe it. Been there, experienced that. :-)

No, no swoosh, so Tim Girvin must not have designed it. (whoops, did I say that? just kidding really)