Yellin-Typography-Post 2

As you know, Gap recently had a bit of a re-branding fiasco when it released its new logo. Not long after the new logo’s release, Gap rescinded it in favor of its old logo due mass public backlash. Examining the two different logos can help explain the negative reaction Gap got upon the new logo’s release. The original Gap logo (left) features a serif font with tall, skinny, uppercase  letters, this conveys a message of sophistication, the style of the letters matches the style of the clothes the store sells. The newer Gap logo (right) features a sans serif bold font with only the ‘G’ capitalized. This logo has a much stockier feel to it and does not convey the same message of sophistication. I definitely think that the original Gap logo is more fitting for the Gap brand as it much more closely reflects the style of Gap’s stores and clothes. The letters themselves almost look like tall, skinny models, a message that undoubtedly resonates more with Gap’s consumer base.

2 responses to this post.

  1. Posted by leigho14 on February 8, 2011 at 11:48 PM

    I completely agree with this comparison of logos Gap has publicized. The old and classic Gap logo (seen on the left) is bold with the filled in blue box yet displays sleek, thin letters to represent its clean, simple and yet stylish line of clothing Gap offers. The second logo with the sans serif typeface is boring and unrelated to the product. At first glance I would have never known that it was a clothing company when viewing the second logo. The blue box in the right hand corner above the “p” is distracting and seemingly out of place. The first logo does the best job in portraying Gap’s appropriate image of crisp clothes that people want to wear.


  2. Posted by mjcohen13 on February 9, 2011 at 7:48 PM

    I also agree with the analysis that the original GAP logo is the appropriate choice for the company. The tall, skinny letters resemble the build that people envision for runway models. It yields a sense of elegance and class that the other logo does not. The Gap logo with only the capital “G” looks more fit for a bottle of water than something that would sell clothes. It has nothing sleek or stylish about it. The bold san serif font makes it seem short and stubby — two adjectives that I would not associate with desirable clothing.


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