So if youre hip to the logo scene like I am, Im sure youve seen the complete overhaul of Gap's logo.
Actually an overhaul is an understatement....more like they took the old logo out back, beat it, raped it, stole its wallet and left it for dead then took the money that they stole and bought a one legged one eyed hooker in the Tenderloin district of San Francisco.
WHY?!?!? WHY?!?!??!!? The old logo was classic and iconic...it personified Gap's style as a classic clean easy to wear clothing line. This new logo looks like it was designed in 1993 for someones geocities site. Seriously. Its dated, its awkward and is going to be difficult as hell to incorporate into designs. You cant do it two toned thanks to that lovely gradation on that box. Actually while we're on the subject of that box why is it even there?!? What does it mean?!? Why do you have a shape akwardly overlaying on another shape?!? Was the designer testing out the logo on different colored backgrounds when the CEO walked up and said "Perfect I love it! Just like that!" Or was this designed by the owner's daughter in her Photoshop 1 class?
So many questions yet no answers to be had. I think the most infuriating thing is knowing someone got paid good money for this crap. That and knowing it had to go through endless rounds of approval and at no point did anyone say "Hey guys, this thing sucks...like hard."
The logo actually manages to make the entire gap.com website look cheap, sloppy and amature. Nice one. When my boss pulled the page up all he could do is sigh. Its just sad really. I mean look at it just sitting there on that gray background looking a mess.
So good going Gap, youve managed to revamp your image! Youre no longer the classic slightly overpriced clothing company, now youre the classic slightly overpriced clothing company with the worst logo redesign ever. Kudos!