GAP remains one of the foremost fashion brands in the world. Its laconic logo shows its meaning of being the “gap” between generations. It happens to be an American brand that is big in the clothing and footwear business, with stores spread across the USA, the UK, France, Canada, Ireland, and other countries. Its iconic logo has undergone a fascinating evolution.
Throughout its existence since 1969, GAP has undergone five logo changes. Despite these alterations, the adjustments were minor, and the brand’s distinctive character remained steadfast. The fourth logo, introduced in 2010, faced substantial backlash and prompted its replacement after just seven days. The article takes a deep dive into the evolution of the GAP logo.
The Genesis of the GAP Logo (1969) (Pre launch)
Initially, GAP was supposed to be named “Pants and Disks” as the first store specialised in selling a range of items, such as tapes, records, and Levi’s jeans. So, the pre-launch logo of “Pants and Disks”, the predecessor of GAP, featured the brand name in three levels. It was followed by four overlapping circular disks with white concentric circles inside to the right.
(1969 – 1976)
The brand’s inaugural logo featured the wordmarks “the” and “gap” in black lowercase and using a rounded sans-serif typeface. Here, “the” was placed diagonally above the word “gap” in different thickness. Also, the bars of “t” and “h” were connected, which added uniqueness to the logo.
(1976 – 1986)
In 1976, the first update to the GAP logo took place after seven years. While it retained most details from the previous logo, the new emblem introduced a notable change—the levelling of the article above the caption “gap.” The redesigned article appeared bolder compared to its predecessor. In this update, designers focused on the first word and aligned it horizontally to emphasise the letters in bold. Consequently, the intervals between “t,” “e,” and “h” were reduced to the extent that they started touching at their extreme points.
(1986 – 2016)
In 1986, the logo design emphasised a more contemporary and streamlined aesthetic. It featured a blue box as the background with the brand name in white capitals placed inside. The letters were written in a sleek and classy serif typeface with short serifs that aligned with the brand’s commitment to simplicity and timelessness. Notably, the article “the” was omitted and did not reappear.
(2010)
In 2010, GAP made a bold move by attempting to modernise its logo further. The new design featured a small blue box above the letters and placed to the right. It had a gradient background that transitioned from dark to light blue. However, the overall look of the logo was met with immediate backlash. Consumers, critics, and even design experts criticised the redesign.
They deemed it a departure from the brand’s established image. In response to the overwhelmingly negative feedback, GAP quickly reverted to its classic blue box logo within a week. The incident served as a valuable lesson for brands. It highlighted the importance of understanding and respecting the emotional connection consumers have with familiar logos.
(2016 – Present)
After the 2010 debacle, GAP opted for a return to its roots in 2016. The blue and white logo was changed to a monochrome version with the black name in black placed against a white background. Although the typeface remained the same, the letters had increased white spaces between them. Interestingly, despite relying on a monochromatic colour palette, the logo continued to make a striking impression.
The Elements of the GAP Logo
Font
The GAP logo features a condensed serif font that closely resembles the Spire Regular typeface, which was designed by Ann Pomeroy. This typeface has been customized, evident in the distinctive characteristics of the serifs and their varying thicknesses.
Colour
Both the original and current logotypes maintain a black-and-white colour scheme, while the wordmark used from 1986 to 2016 incorporated white alongside a rich dark blue hue.
Finally
The way the GAP logo has changed throughout time is evidence of the company’s adaptability and tenacity in the face of shifting consumer tastes and fashion trends. Every version, from the timeless blue box of the late 1960s to the custom typography of today, shows a deliberate attempt to strike a balance between innovation and tradition. The journey of the GAP logo embraces changes while adhering to its basic values.