Gap made a bold move last week when they changed their logo unannounced on their website, causing alot of debate. The statement from Gap was: "We chose this design as it's more contemporary and current. It honors our heritage through the blue box while still taking it forward." Now it is understood that Gap will return to their original design. leaving Laird&Partners to take the fall for the unsuccessful design. They probably had a lot of different proposals to show to Gap, in which they chose this one and now the design agency are taking the fall for it.
I always try to find a meaning in design that has been deemed unsuccessful because at some point in the process, someone deemed it to be the best possible solution to their problem. So i tried to find positives in this radical change and came to the conclusion that maybe Gap want to be a more logo driven company, and it needed a dramatic change for this to happen. A lot of gap clothing is of a high quality but tends not to have anything to distinguish the fact it is from Gap. I imagined seeing the new logo, blown up on a white t-shirt, as a main graphic. After imagining this I began to look at the thought process behind it in a different light. I am still unsure on the topic but I think their idea to scrap the new logo altogether was wrong. People dont like change, and usually take a while to come round to it. Look at the London 2012 logo.
