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October 11, 2010


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There's also a parody Twitter account for @OldGapLogo, who is currently job-hunting.

“We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.”

Wow. What an unmitigated string of BS. Nice way to spin "Our logo created an unexpected amount of backlash, and now we're scrambling to turn around a PR disaster by asking you to do our work for us."

I note they've now dropped the new design.
One could argue that to do what they've done brought their logo to the attention of a lot of people. Perhaps that was their aim?

My observation on this subject is that all great long-lived logos (Ford, Boots and Coca Cola particularly spring to mind) probably start out being trendy, then go through a phase when they look dated. The temptation then is to change the logo -- which is the point I suspect GAP is at. However those that succumb to that temptation are embarking on a path that will require updates for ever more.

On the other hand, if a company can resist the temptation to 'refresh', then after a brief period of looking old-fashioned the logo will achieve, first, an attractive retro look and then, ultimately, a distinctive classic timelessness that is unassailable.

So, have the bottle to hang on, GAP.

Yow! Gapocalypse! That might be overstating things just a tad, wouldn't you say?

I love the AdFreak comment, though - reminds me of a rejection letter I got for one of my band's demo tapes a few years back:

"I rec'd your demo tape. I must be very honest that I don't like it at all. I guess it's supposed to be intentionally bad?"

Well, no, pal, it wasn't, but thanks for writing me back.

The Gap will now test the old adage, "There's no such thing as bad publicity."

I thought the old logo was a very skilled example of taking a pop, "flip" word and, via consistent usage, good type and color choice, and dogged reiteration, making it seem like a classic, established, old-school brand. The new one looks like nothing so much as a 1999 tech company that's about to disappear with your stock options.

Reset it in CRACKHOUSE. It will have that classic 90s EDGY feel!

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