Gap. Did they mean to do that?
Gap recently revealed a new logo.
"Is this real life?" - Everyone
Everyone you follow on Twitter didn't like it. Gap thanked Twitter for being Professor Advertising, and removed the logo from gap.com.
"Thanks for spitting on us, non-customers." - Gap
Well that was easy. Some have speculated that it was social media theater. That Gap never meant to actually use the new logo. That they were teaching us a beautiful life lesson. That the new Gap logo was like It's a Wonderful Life, except instead of being glad we weren't dead and grateful to have our families and loved ones, we were happy we had a big blue square, instead of a little blue square.
(Short version of the It's a Wonderful Life theory of the new Gap Logo:)
LIFE!!!!!
Please give me The Kick before this bad dream incepts me.
Did Gap mean to do that?
Nah. It was real.
For over a year, Gap has undergone a radical rebranding. Muy post American Apparel.
Below, from August 2009. Produced by Laird and Partners.
The influence of rival retailer American Apparel, undeniable.
The new logo, produced by the same agency, Laird and Partners.
October 2010
The aesthetic connection to the now year-long campaign is pretty clear.
If this was theatre, Gap certainly brought a lot of bus ads into the orchestra pit.
But it's not like I'm Detective Gap. They've admitted it was a real logo idea.
Sidebar: Even if you don't care about retail or clothes, there's a pretty cool guy most of us can learn form, Mickey Drexler.
He ran the Gap in its heyday. He created its heyday. He got kicked out during tough times. Steve Jobs was on the board and called him to warn of his firing. Right after he left, merchandise he arranged arrived and did well. Oops, Gap. FACE.
Not saying he was perfect. But doy: Redemption Drexler.
Now he runs J. Crew.
Here's an awesome piece about him in the Wall Street Journal.
If you're more into talkies, peep this interview with him on Charlie Rose.
Summary:
Gap logo: not a dream.
Gap: a little lost.
Us: We don't like the logo, but shouldn't be given much say in the matter if we didn't buy anything at the Gap pre-logo switch.
Drexler: Laughing.
Back to us: Reading Drexler profiles, applying the wisdom to the Internet.
