Dear Gap, I have your new logo.

Re:Dear Gap, I have your new logo. by matrix on Thursday October 07, 2010 @03:45PM (#1769210)

Anyone know what the business case for this change was? What was wrong with the old logo? I'm having a hard time understanding what the thinking was here.

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Re:Dear Gap, I have your new logo. by matrix on Thursday October 07, 2010 @04:12PM (#1769311)

Answering my own question, I found this in the Advertsing Age:

http://adage.com/article?article_id=146353

I don't think this is going to end well for Gap.

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Re:Dear Gap, I have your new logo. by lwhi on Thursday October 07, 2010 @03:59PM (#1769263)

Main purpose must be repositioning of the brand - their largest competition is American Apparel. Place the new logo between the old gap logo and the AA logo, the thread linking all three will be pretty obvious.

Wouldn't surprise me if a buy out was on the cards.

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Re:Dear Gap, I have your new logo. by hugh3 on Thursday October 07, 2010 @04:11PM (#1769309)

Looking at the old logo, I'd say it looks like it's aimed at a fifty-something demographic -- I don't blame them for wanting something that looks "younger".

But the new logo is a mess, and looks like something you'd come up with in Powerpoint in five seconds without changing the defaults. There's nothing wrong ideas-wise with san-serif "gap" over shaded blue square, but it comes out looking bad.

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Re:Dear Gap, I have your new logo. by jcromartie on Thursday October 07, 2010 @04:15PM (#1769319)

The new logo looks worse than bad. It looks like an accident.

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