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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5 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 [...]

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