Rebranding Gap...because I felt I had to
I realize that I am one of many that jumped on the GAP bandwagon. As blogs lit up in fury over the new logo--black Helvetica and a little blue gradient square in the top right corner--some chose to just vent, and other chose to take their crack at a new design, just because. As a member of the latter group, I redesigned the logo with an intention of creating something bold and clear, while maintaining some traditional elements of the brand that the world has come to recognize and appreciate. I have always liked white text against a navy square, but the tall, skinny font they used is outdated. It seemed natural to make the text into a bold, chunky Helvetica. I offset the 'gap' with the little 1969 in the bottom corner--the year of the company's establishment and a set of numbers that people strongly associate with the brand.
The new, and much loathed logo on the left, the old, less-loathed logo on the right
