Last week, GAP unveiled their new logo – to be honest, I thought it was a joke.
It was shocking, actually, to see this kind of design would come out from such a store. I had absolutely no idea GAP would decide to rebrand themselves like that. I mean, why rebrand? Their financial reports stated their net sales increased by 6% from last year, and their brand position was fairly stable. From my Business Fundamentals 101 class, I learned that good brand positioning is when “a brand occupies:
-position in consumer’s mind
-clear
-distinct
-desirable relative to competition.”
If you ask me, GAP certainly has a clear and distinct position in consumers’ minds: neat, simple, and versatile clothing that all age can enjoy. Rebranding was just unnecessary.
I believe a brand’s logo is like a title of a book – when you walk down that Fifth Avenue, there are whole different kinds of logo’s welcoming you. The ones that appeal to you, you enter to experience and hear their stories. GAP’s new logo certainly doesn’t appeal to me – or anyone else – to actually want to hear their stories.
http://www.refinery29.com/we-really-mind-the-gaps-new-logo.php
