Fashion Oct 6, 2010 at 2:28 pm

Let's All Judge the New Gap Logo!

David Schmader
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Comments

1
Gapbook™
kiala on October 6, 2010 at 2:36 PM Report this
2
Do you like boring clothes AND boring shapes?! Gap is the place for you!!!
on October 6, 2010 at 2:49 PM Report this
3
This is the work of a committee. That, or the guys who did the failed Tropicana logo found some new work with the Gap.
Dash on October 6, 2010 at 2:53 PM Report this
4
It looks like an IBM logo from the 70s.

Are they going to start selling pleated dress slacks, double-breasted pinstripe blazers and wide neckties?
($8239f8h248cerfehjf23@&*@ebdjhb23f237OCDBO#BD*(# on October 6, 2010 at 3:04 PM Report this
5
I CONDEMN THEE!!
McAngryPants on October 6, 2010 at 3:06 PM Report this
6
kiala took the non-original words out of my mouth.
jd on October 6, 2010 at 3:19 PM Report this
7
It's hip to be square? Only squares shop at Gap? Free blotter acid with each purchase?

Obviously the work of some dikshit.
Todd Mecklem on October 6, 2010 at 3:25 PM Report this
8
CONDEMN
Chester Copperpot on October 6, 2010 at 3:32 PM Report this
9
I will allow it.
Square Gap is square.
MrFabulous on October 6, 2010 at 3:46 PM Report this
10
I REALLY, REALLY LOVE IT!!!!!!
Evil Wm. Steven Humphrey on October 6, 2010 at 3:49 PM Report this
11
So it's just 'gap' with a gradient-blue square?
I hope some lazy graphics designer got paid a fortune for that shit.
PRWalters on October 6, 2010 at 4:26 PM Report this
12
What's really depressing is that you know there were dozens of other logos they went through that they decided were actually worse than this one.
Joe Streckert on October 6, 2010 at 4:46 PM Report this
13
It's very... San Francisco.

There are a lot of advertising agencies and brand management companies down there (ever wonder why all high-end cars seem to be cresting hills in the Marina district?) and somehow the homogeneous look of Banana Republic work pants seems to just permeate EVERYTHING west of Hayes Valley.

Too bad.
rangerhunter on October 6, 2010 at 5:56 PM Report this
14
Overall layout is awful, yeah, but the gradient? That's what this was all about. Knocks out about 95% of the knockoffs for the next several months.
A CAT, probably on October 6, 2010 at 7:59 PM Report this
15
It is really nondescript just like the Gap. So it really encaptures the brand. Oh by the way what is the GAP ?
Rosy on October 7, 2010 at 5:56 AM Report this
16
Say what you will, but it has now given us this: http://www.craplogo.me/logos/WWeek_logo.pn…
Ansel on October 7, 2010 at 12:43 PM Report this
17
Helvetica font = generic. Blue box = generic. A "p" with a graduation cap on...?
Drew Clemens on October 8, 2010 at 6:00 AM Report this
18
It reminds me of a logo I would see on the top of a utility bill. So dumb.
tennboy1981 on October 8, 2010 at 7:17 AM Report this
19
Yeah, I definitely see the "energy company" leanings of this logo. I was reminded of BP or some other disgusting oil company trying to appear clean and green (or blue in this case).

This logo is so incredibly understated and simple I can't stand it. I'm really having trouble finding the words to describe how unfortunate this is. I seriously get this uncomfortable feeling whenever I look at it... *shudder*
R0B34U on October 8, 2010 at 5:35 PM Report this
20
It is so average, could be used by anybody with the name GAP... no goose-bubbels, no good-thinking or -feeling, not even a small excitement. So Gap won't get any of this back from to-be-customers. The image is forgotten instantly.
kimky on October 9, 2010 at 2:50 AM Report this
21
it reminds me of a hurt swan spewing endless fecal matter uncontrollably while flying in endless circles above a huge outdoor concert.
notorious mufassa on October 13, 2010 at 2:07 AM Report this

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