Gift of the GAP
by Jason Lim
Gap, the 40-year old American clothing company, is also one of the most popular with net sales of $3.8 billion in 2009. The cool, sometimes simple visual language through its collaterals and advertising has worked plenty well over the year. With 1,140 stores in the U.S. and almost 300 more abroad, Gap has been synonymous with hip, wearable clothes with reasonable prices. In a shocking, unexpected turn, Gap launched its new logo quietly a little while ago. The new look Helvetica Neue- (our favourite font, no doubt) powered logo was almost a slap in the face for some. With mouths a-gapped (pun intended) and thousands of remarks and comments all over the world after, Gap seems to have back-tracked on their design decision. Too much gap (change) isn't good for Gap, it seems. Mind the Gap (as the Brits may say).
Just like many who were appalled at the new logo and recommended an improvement, I propose this as the revision to the revision :)
What do you think?
