As some of us may be aware of, an interesting branding brouhaha broke out this past couple of weeks surrounded the rebranding of Gap. The company hired a NYC agency to lead the effort, and voila! The new Gap logo with little square was born, and Gap signed off on it. But, much the same way the new Seattle's Best logo has begun to slowly emerge rather than through a wholesale rebrand rollout, Gap's new logo had been leaked to an online public for early feedback and digestion ahead of a larger roll out. But, designer blogs were all abuzz about the effort. And, consumers expressed strong opinions closely matching the critical opinion of graphic designers. Nobody liked it. One blog made a game out of it and crowd-sourced the logo. Flop. That's another story: crowd-sourcing is amateur-sourcing. This was an encouraging side story to note—that our profession might be safer from the creeping crowd-sourcing phenomena than I previously thought. So, the president of Gap listened and announced today that we will not being seeing this. No change! A good move for Gap? I think probably so. But, they did generate a lot of buzz which can end in successful PR when the president announces that he listened and rescued his consumers from a bad move.
My opinion? They must have moved toward a rebrand as an effort to refresh the look. I don't think they have a positioning problem suspending Gap between the upper scale Banana Republic and the lower end Old Navy. I think they are firmly positioned nicely in between. Good. But, likely there is corporate buzz within the company desiring a refresh. Just a guess. But, I really do believe I have their refresh solution that will carry them the next 10-15 years before they need to revert back to the "classic" Gap logo: they need their logo to retain the same proportions, colors, and overall equity. But, simply go sans in a uniform weight. No thick and thin, no serif. These are the attributes of their current logo that have wrinkle lines. They just need a little facial. A rough draft of what I believe their solution should be is posted here although I would give them a pointy A instead of this round version. This would need a barely-discernable reduction in line weight, too. This might be ever so slightly too heavy. Just a thought for the day!