beloved GAP logo (left) and redesign (right)

Gap's new face, with the old logo on the right


No Gap stores in Germany but plenty of sympathy with feelings of distaste over new logo design release


I am astonished at how the anglo saxon worlds adjust to the more straight forward sans serif sentiment of the old world, when research has long found that anglo saxons feel more comfortable with readig serif type while Europeans are more accustomed to reading sans serif type. Remember when Apple switched from Garamond [serif] to the more recent Myriad typeface [sans serif]?

Drop the meaningless gradient square and you be fine.

David Ogilvy was opposed to logos as they where no longer needed in a world where people can read. It’s the sound of the brand name, the associations which come to mind and not the design, silly.