This Week in the Mercury

From the Top

Music

From the Top

Hitchin' a Ride with Here We Go Magic


Filming the Great Oregon Novel

Books

Filming the Great Oregon Novel

The Making of Sometimes a Great Notion



  |  

Wednesday, October 6, 2010

Fashion Let's All Judge the New Gap Logo!

Posted by David Schmader on Wed, Oct 6, 2010 at 2:28 PM

1286394558-picture_5.png

I'll start! It's boring, and the most interesting component—the blue square—is stupid.

 

Comments (21) RSS

Oldest First Unregistered On Registered On Add a comment
1
Gapbook™
Posted by kiala on October 6, 2010 at 2:36 PM · Report
2
Do you like boring clothes AND boring shapes?! Gap is the place for you!!!
Posted by Joneser on October 6, 2010 at 2:49 PM · Report
3
This is the work of a committee. That, or the guys who did the failed Tropicana logo found some new work with the Gap.
Posted by Dash on October 6, 2010 at 2:53 PM · Report
4
It looks like an IBM logo from the 70s.

Are they going to start selling pleated dress slacks, double-breasted pinstripe blazers and wide neckties?
Posted by ($8239f8h248cerfehjf23@&*@ebdjhb23f237OCDBO#BD*(# on October 6, 2010 at 3:04 PM · Report
5
I CONDEMN THEE!!
Posted by McAngryPants on October 6, 2010 at 3:06 PM · Report
6
kiala took the non-original words out of my mouth.
Posted by jd on October 6, 2010 at 3:19 PM · Report
7
It's hip to be square? Only squares shop at Gap? Free blotter acid with each purchase?

Obviously the work of some dikshit.
Posted by Todd Mecklem on October 6, 2010 at 3:25 PM · Report
8
CONDEMN
Posted by Chester Copperpot on October 6, 2010 at 3:32 PM · Report
9
I will allow it.
Square Gap is square.
Posted by MrFabulous on October 6, 2010 at 3:46 PM · Report
10
I REALLY, REALLY LOVE IT!!!!!!
Posted by Evil Wm. Steven Humphrey on October 6, 2010 at 3:49 PM · Report
11
So it's just 'gap' with a gradient-blue square?
I hope some lazy graphics designer got paid a fortune for that shit.
Posted by PRWalters on October 6, 2010 at 4:26 PM · Report
12
What's really depressing is that you know there were dozens of other logos they went through that they decided were actually worse than this one.
Posted by The Right Reverend Rocktimus Prime on October 6, 2010 at 4:46 PM · Report
13
It's very... San Francisco.

There are a lot of advertising agencies and brand management companies down there (ever wonder why all high-end cars seem to be cresting hills in the Marina district?) and somehow the homogeneous look of Banana Republic work pants seems to just permeate EVERYTHING west of Hayes Valley.

Too bad.
Posted by rangerhunter on October 6, 2010 at 5:56 PM · Report
14
Overall layout is awful, yeah, but the gradient? That's what this was all about. Knocks out about 95% of the knockoffs for the next several months.
Posted by A CAT, probably on October 6, 2010 at 7:59 PM · Report
15
It is really nondescript just like the Gap. So it really encaptures the brand. Oh by the way what is the GAP ?
Posted by Rosy on October 7, 2010 at 5:56 AM · Report
16
Say what you will, but it has now given us this: http://www.craplogo.me/logos/WWeek_logo.pn…
Posted by Ansel on October 7, 2010 at 12:43 PM · Report
17
Helvetica font = generic. Blue box = generic. A "p" with a graduation cap on...?
Posted by Drew Clemens on October 8, 2010 at 6:00 AM · Report
18
It reminds me of a logo I would see on the top of a utility bill. So dumb.
Posted by tennboy1981 on October 8, 2010 at 7:17 AM · Report
19
Yeah, I definitely see the "energy company" leanings of this logo. I was reminded of BP or some other disgusting oil company trying to appear clean and green (or blue in this case).

This logo is so incredibly understated and simple I can't stand it. I'm really having trouble finding the words to describe how unfortunate this is. I seriously get this uncomfortable feeling whenever I look at it... *shudder*
Posted by BeauregardB on October 8, 2010 at 5:35 PM · Report
20
It is so average, could be used by anybody with the name GAP... no goose-bubbels, no good-thinking or -feeling, not even a small excitement. So Gap won't get any of this back from to-be-customers. The image is forgotten instantly.
Posted by kimky on October 9, 2010 at 2:50 AM · Report
21
it reminds me of a hurt swan spewing endless fecal matter uncontrollably while flying in endless circles above a huge outdoor concert.
Posted by notorious mufassa on October 13, 2010 at 2:07 AM · Report

Add a comment

Our Friends

Our Enemies

/images/adoftheweek.gif

ad of the day

The Handyman Pro - Your Honey-Do Specialist
Don’t let our name fool you. The Handyman Pro, LLC is a repair and remodel service provider with over 25-years experience. We cover all aspects of construction and repairs for residential and commercial clients.go


post an ad

All contents © Index Newspapers, LLC

115 SW Ash St. Suite 600
Portland, OR 97204

Contact Info | Privacy Policy | Production Guidelines | Terms of Use