Compare and Contrast

 

During the days of economic downturn, all trades use all sorts of wiles and methods to stimulate the growth of corporate business achievement.  Like recently, Gap suddenly drastic makeover their decades-old logo without any acknowledgement to public, but they did not get any profit from their change.  In contrast, their share was down 13% year-to-date.  What are the matters to cause this result?  

Gap North America president Marka Hansen stated that they chose this design as it's more contemporary and current.   The attempt on innovation is apparently shown.  However, Gap should not start from removing their classic logo. They may not considerate that their white-on-navy blue logo has deeply impressed on their fans' hearts.  

Today, our fashion is wide variety.  Sharp and brilliant colors are dominant in these years.  Nevertheless, people what they wore in between 70’s and 90’s were more casual and simple than nowadays.  Classic black, navy blue, gray and red were the leading colors to be used on designing clothes in those days.  The white long typeface with a classic Navy background color on the original design of Gap’s logo seems like the symbolic of the old casual wear culture to their old fans.  It companioned their followers to grow up over 20 years, so the logo was already part of their lives.   For the aspect of maintaining a business, Gap is appropriately to do something to open up their markets.  A contemporary logo absolutely will help their image become up-to-date and canvass more young customers.  But now the new design is too simple, it is hard to say there is any design on the typeface. A small Blue square inexplicable put just above on the right hand side of the brand name.  The whole design is totally a child’s play.  It is hard to replace the classic old one and rise their business. 

Now Gap is reused their old logo to put down the angry of old customers.  It may be not a serious matter to harm their business but the designing house Laird & Partners who design this logo to Gap will be the most affected one.

Now Gap is reused their old logo to put down the angry of old customers.  It may be not a serious matter to harm their business but the designing house Laird & Partners who design this logo to Gap will be the most affected one.