What went wrong with the new Gap logo?
Clothing retailer Gap has decided to scrap its new logo and revert to the iconic white lettering on a blue background. So what was wrong with the new logo?
A clue is in the first sentence: the logo has become iconic. It is as instantly recognisable as many other famous logos, like the Apple logo or the Nike swoosh. Upon first seeing the new logo, my immediate image was more software than clothing. I am seemingly not alone. The new logo seems dreadfully uninspired: Helvetica with a blue square. Not wanting to sound unkind, but it could have been done in Word. In fact, upon first seeing it, Microsoft sprang to mind.
Did they really think it would work?
