A week after the apocalyptic fallout of Gap’s rebrand, they have retracted the design and returned to their old standby. Gap however, is not entirely back peddling; they have also released an identity for their active-wear line GapBodyFit. The icon and identity of the line is by contrast is being welcomed with open arms.
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Are we just creatures of habit– resistant to change, or is the Gap rebrand a Tropicana-esque disaster? The new logo has been attributed to Laird & Partners, who seemingly specialize in print advertising, not so much identity. Without being a fly on the wall in the design process we can only speculate, never the less the new logo doesn’t quite hit the mark for many reasons. The ubiquity of Helvetica and the awkwardly positioned gradated square date the brand and rob it of any personality and association with quality or luxury. The shift in identity for this classic American brand has garnered a substantial buzz with overtones of disappointment and loathing.
