Wednesday, October 13, 2010

Let Gap Evolve.

Hi Friends,

I’m upset that people have so much to say about any rebrand or redesign. Some are not great, some are tweaks on the previous logos and some are amazing. The new gap logo (well, dead logo) to me is about two clicks past the old design if we used a logo dial. People in general are adverse to change and especially now. Most people will never like anything new because in some weird way, when brands evolve and they haven’t, then it reminds us of how much in rut we are in. So next time you’re mad about something evolving, instead of talking trash, look at your life and evolve for god’s sake! The only thing we can learn from Gap’s most recent issues, is how not be cowards and stick to our guns. It’s all we got! I like the new logo. It’s not amazing but it’s refreshed and b/c that gap jean jacket have is now vintage.

One more thing: Logos were never meant to be the whole campaign. Unless for short term projects or promotions. Corporate logos are the punctuation and the brand is the sentence that comes before it. Logos don’t have to do as much heavy lifting as they did in the past b/c the environment the logo lives in is what everybody cares about. As with Gap. I know when I go to a Gap Store, they have the basics and every so often a really nice shirt. Gap is affordable and utilitarian with a pinch of style. This new logo and the previous both say that to me. So you* think you* could have designed the logo because it’s simple. Guess what Jay-Z makes rapping seem effortless. They make it look easy b/c they are that good! And there’s more to a logo that just it’s form. Make room for new designs and embrace a new illusion or a refreshed one.

Picture above taken from Fast Company's Design Blog.


liam said...

Did you come up with that little gem about logos being the punctuation? Totally going to steal it & wondering who to give credit to? Good post!

Daniel Dickson said...

I did make it up!