don't mind the gap {or the square}

It seems like the Gap is trying to catch up with the {hip} times by rebranding themselves with a new logo... using Helvetica.

Don't get me wrong... I love Helvetica. But Gap has been around for a long time, and their rebranding is a big step in the wrong direction. What once was a classic, simple and clean logo has now been replaced with an overused typeface and a weird looking square gradient, that seems to be lingering in the corner without having a proper position.

So this leads me to ask a few questions...

Is this the beginning of Urban Gapfitters, or American Gapparel? Will this rebranding attract a younger crowd and will their models soon be appearing in ads as amature pornography?!?

We will just have to wait and see.

-g.

ps. You can follow the new Gap logo here!

Helvetica

We've been watching the documentary "Helvetica" in Graphic Publication Design and now I seriously can't stop looking at typefaces. It's the same feeling of when you first learn to read, and so you read everything you look at and you read so much that it gives you a headache. I honestly can't stop thinking about typefaces. I was even at the library getting a book and some CD's and I took out "Designing with Type" too, even though I don't need it. I guess this is a sign...


-g.