A tale of two logos

A tale of two logos

Gap logoEvery once in a while we’re reminded of the tremendous emotional power of corporate logos.

A change in a high profile logo often kicks off a stampede of intense conversation. Perhaps all this brouhaha comes only from those of us who are designers and marketers. Regardless, the most recent example is Gap’s logo redesign.

As is the case with most iconic logo redesigns, Gap’s unveiling of its new look was met with less than enthusiastic fanfare. The stark use of Helvetica and the shrunken blue box floating in the upper right has left many scratching their heads.

I recently spoke with a friend who is a senior level veteran of Gap. She shared with me that the world’s initial perception of the logo was  [Read more…]