November 29, 2010

Filling the GAP

At first any logo may seem obvious and easy to make or change, but it can be a challenging and difficult task. The GAP story is a contribution to the topic.

Should a company change a successful logo to adapt to new times, trends and generations ? A successful logo survives the tides of change, and part of the secret to a (logo) survivor may be it stays around for such a long time that it becomes part of our collective memory. It becomes part of personal and social memories and when somebody suggest to change that, the uproar starts.

I like the “old” Gap and it is the logo I am familiar with. On a professional level I think the new logo suggestion move towards a design style associated with IT,/tech, science and pharmaceutical industries, which is  far from the conception and market of a clothing store. 

In a historical perspective, many logos have been created by a specific designer and/or been under strong influence of the design trends of the time, year or decade it was created - which is a contradiction if you believe in a universal logo formula that goes beyond trends.

To read more about the GAP logo check this article: "The GAP's Great Marketing Gaffe"

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