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The History and Evolution of the GAP Logo

GAP Logo Evolution

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.

GAP Logo (1969) (Pre launch)

(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. 

GAP Logo (1969 – 1976)

(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.

GAP Logo (1976 – 1986)

(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.

GAP Logo (1986 – 2016)

(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.

GAP Logo (2010)

(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.

GAP Logo (2016 – Present)

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.

The History of GAP

Founded on August 21, 1969, in San Francisco, California, GAP Inc. is an American clothing line established by Donald and Doris Fisher. With a global presence, the brand traces its inspiration back to the success of the Tower of Shoes, motivating Donald Fisher. To replicate this success, Donald approached Walter Haas Jr., President of Levi Strauss & Co., who directed him to Bud Robison, the Director of Advertising.

Collaboratively, Fisher and Robison devised a legal plan, which gave rise to GAP. The company’s name, “GAP,” was coined by Doris Fisher. In the agreement, Donald committed to exclusively selling Levi’s products, while Robison agreed to a 50% advance payment for GAP’s radio advertising and ensured consistent stocking for the GAP store. This pact paved the way for the opening of their inaugural store near City College in San Francisco.

Interesting Facts About GAP

  • GAP was established in 1969 by Donald and Doris Fisher in San Francisco, and sold Levi’s jeans and LP records initially. The name “GAP” refers to the “generation gap,” and reflects the differences between parents and their children.
  • GAP was started by Don Fisher as he couldn’t find any fitting pair of jeans.
  • GAP made swing music and khakis cool in the nineties.
  • From its first store, GAP expanded quickly and reached 25 locations by 1973 and going public in 1976. By the late 1990s, it had grown to nearly 4,000 stores worldwide.
  • In 1983, GAP acquired Banana Republic to diversify its offerings. The company also launched several other brands, including Old Navy in 1994 and Athleta in 2008.
  • GAP has become synonymous with American casual wear, particularly known for its classic denim and logo sweatshirts. It has featured prominently in popular culture, which include a memorable ad campaign featuring supermodels for Vogue’s 100th anniversary.
  • In recent years, GAP has focused on sustainability and implementing programs like Washwell to reduce water usage in denim production. It is committing to using recycled materials and organic cotton.
  • The Fisher family remains heavily involved in the company, with Donald Fisher serving as chairman until 2004. Recent leadership changes have included the appointment of Richard Dickson as CEO in early 2024.
  • Despite facing challenges in recent years due to market competition and changing consumer preferences, GAP continues to adapt by revamping its product lines and focusing on inclusivity and equality in its business practices.

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.

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