Gap Brand Refresh
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.