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By now, everyone has put their two cents into a puke bucket in regards to new Gap logo: it’s fucking ugly. 

Here’s the side-by-side comparison:

We get it! Your clothes are boring. And now, so is your logo! 

Apparently, the re-brand was to make the company look fresh and contemporary… so they slapped on some Helvetica. Then, they remembered they had to use the corporate blue somewhere, so they threw on the square in the top corner to nauseate the world.

There’s nothing wrong with Helvetica. It’s generic and simple, which is why it’s so popular. It fits well with everything. It can have many different voices, while still having this sort of cool, graphic-y design feel to it. If done right, it can look amazing. If not done right, you get the new Gap logo. 

Here are some of my favourite Helvetica logos.

Even just basic layed out Helvetica can look good, as seen with the 3M, Crate & Barrel and American Apparel logos. Maybe too generic, and simple, but then again that’s what a logo should be like. 

I think the problem here is that the word ‘gap’ is too short and contains too many round letters in lower case format. The only straight line is the descender of the letter ‘p’. A mixture of straight lines and round edges would probably make it easier on the eye. Switching it to all capital letters could be an easy fix:

This Gap ad is from the ‘For Every Generation’ campaign that ran way back in 2002, which shows the word ‘Gap’ in all Helvetica capitals and looks a lot better already. But then again I also think people get attached and passionate about the look of any brand. Perhaps any change of a company’s branding, big or small, could usually be received negatively. Brand equity goes a long way.

After the overwhelming negative reaction, the new logo was removed from their website yesterday. Gap says they will start a ‘crowd sourcing’ program to see if the public has better logo ideas. 


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