After six amazing years, the founders of Hexanine have moved on to other independent design work and creative endeavors. Read more
Concrete brand talk in an ephemeral world

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25 Responses to “A Gap In Understanding”

  1. Ty Grigg says:

    I have been following the Gap logo debacle through Zeroside and I appreciate the fairness of your assessment. It gives critique without being snarky. Nice! What an awkward situation for Gap to put themselves and Laird in – what seems to be lacking is confident leadership and confidence in partners. Thanks again!

  2. Thanks Tim for this thoughtful piece. It does seem like there was a lack of real commitment from the company to the new logo. A new logo launch often signifies deeper change happening in a business and it is used to open up conversations to that end. Whatever you think of the logo the overall strategy failed.
    I have been thinking about how this will affect Laird and Partners in the long term. As you mention it must be very difficult for them right now as they are probably bound by Gap to remain tight lipped.
    I believe the issue in the end goes beyond the emotional currency of the mark alone.

  3. [...] the recent GAP logo debacle, or an even fresher example, the Big10 identity created by Pentagram. Both launches set off [...]

  4. [...] what happened to other brands who’ve gone down this path. New Coke? Tropicana rebranding? The Gap logo? You can circle the wagons, but eventually consumer-facing brands need to kneel before their [...]

  5. [...] With projects like the GAP identity and the Big 10 logo redesign, it seems like redesigns are becoming big news outside of designer [...]

  6. Optimum says:

    after his horse collapsed at the

  7. Optimum says:

    end of the ride and became critically injured

  8. Optimum says:

    with misdemeanor counts of trespassing

  9. Optimum says:

    and reckless conduct. He ended

  10. Optimum says:

    up begging Lightfoot and a cabal of Chicago

  11. Optimum says:

    Then came the memes that defined

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    Lightfoot’s first year in office.

  13. Optimum says:

    While much of the world was on lockdown

  14. Optimum says:

    instead to hang out near the lakefront

  15. Optimum says:

    take hikes, go to dog parks, and do

  16. Optimum says:

    other outdoor activities. This didn’t

  17. Optimum says:

    sit well with Lightfoot, who threatened to

  18. Optimum says:

    shut down all parks and trails if Chicago

  19. Optimum says:

    didn’t come correct and “abide by the order.”

  20. Optimum says:

    She didn’t mask her anger, looking

  21. Optimum says:

    visibly agitated that constituents failed to

  22. Optimum says:

    up her game and demanded people stay

  23. Optimum says:

    home, not congregate, and warned

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    Do not let the warming weather let your

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    guard slip.” She also said police would

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