Existing re brands

Gap Brand Refresh

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Being Mindful of the Gap

The Gap logo is an iconic and invaluable corporate asset. In recommending the need for an evolution and not a complete revolution, Tolleson refined the three simple letters in the blue box to maintain brand recognition, create greater visual impact and maintain brand equity as part of a larger standardization project.
Beyond the logo, Gap’s internal creative team collaborated with Tolleson to define an updated visual system for consistency across all sub-brands, while leveraging the equity of the over-arching parent brand. Initial applications addressed a new garment labeling system, and refreshed interior and exterior retail signage.
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Identity —
Though subtle, these changes diagrammed here created a balanced logo that retains brand equity. An infamous previous redesign of this logo faced mass rejection on the Internet. In contrast, the public’s approval of this effort indicates that this latest version will stand the test of time.

Brand Architecture —
Signage —
In addition to rolling out the logo in retail, a big part of this project involved redefining the system for establishing a hierarchy for Gap’s sub-brands. We produced a detailed style guide to outline this program and give instruction for implementing the new naming conventions on labels and hangtags.

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Lookbook —
Gap is a brand that I grew up with as a child. Everyone who was cool had a Gap hoody. whilst reading this case study I found that Gap a few years previous to this re-brand had tried to change its logo however this resulted in massive rejection of the identity. there for Tolleson decided to only make some very delicate changes to the logotype; hoping to just simply give it a little refreshment. 
In my opinion Gap seemed to be in a similar situation to what Thornton’s are in now… Just in need of a little refreshment with out ignoring the strong identity history. Perhaps then it would be in the Thornton’s brands interest to not ignore its previous logo type and just experiment with the possibilities of just simply modifying the existing logotype. 

The competition

Cadbury has won a High Court battle for exclusive use of its signature Pantone 2685C purple, as used in Dairy Milk packaging.

 

Cadbury Dairy Milk

Cadbury Dairy Milk, using Pantone 2685C purple

The brand, which has used the purple for more than 90 years, has been locked in a legal battle with rival chocolate brand Nestlé for the last four years over the use of the colour.

Kraft-owned branded Cadbury had won a trademark ruling last December over the right to use the colour exclusively for chocolate bar and drink packaging. This was challenged by Nestlé, which claimed the colours could not be used as trademarks.

Nestlé’s appeal was overturned yesterday in the High Court, where it was ruled that the colour has been distinctive of Cadbury for milk chocolate since 1914.

A Cadbury spokesman says, ‘We welcome the decision of the High Court which allows us to register as a Trade Mark and protect our famous Colour Purple across a range of milk chocolate products.

‘Our Colour Purple has been linked with Cadbury for more than a century and the British public have grown up understanding its link with our chocolate.’

The trademark applies to milk chocolate bars and drinks only.

 

I was concerned at the risk of using colours that may already be linked to other chocolate brands such as Hotel Chocolate and Cadbury’s. Hotel chocolate use the colours pink, black and cream. Cadbury’s use a distinctive purple. As expressed in this article. Both companies would use Pantone as they can afford the inking process so  they will already be using very distinctive colours. With  this project I need to be very aware of the competition and the already existing brands out there.