Clothing company, Gap, have developed a new logo which received a frosty reception to brand consumers. The logo uses a bold, sans-serif font with a faded blue square on the upper right-hand side of the logo and behind the top of the letter 'p'. This logo replaced their white-on-blue serif font.
I am assuming that Gap wanted to update and modernise its brand, but the font type 'cheapens' the brand in my opinion. The font looks too much like any of the common sans-serif fonts; is it Helvetica? The faded blue square also cheapens the logo; in whole, I think that the logo looks designed by someone who is just learning how to create branding. According to Mark Chouke, Marketing Week editor, the logo looks as if it was designed for an IT firm (1).
Perhaps this is just a publicity stunt, as hundreds of others on the web have suggested. I cannot imagine that the company would go through the process of purchasing, brainstorming, and approving this logo. Branding takes months and many minds and money to complete, and it is something that companies do not take lightly.
(1) Maysa, Rawi. Gap scrap new logo after Facebook backlash. http://www.dailymail.co.uk/femail/article-1320055/Gap-scrap-new-logo-Facebook-backlash.html?ito=feeds-newsxml [13 October 2010].
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