Donald and Doris Fisher were known as the fashion gurus. So they thought to unite together and introduce a new brand worldwide that would blow up the fashion ramps and streets. This is how GAP came to the world in 1969. Established in California, GAP soon became one of the largest and most desired brands for clothing and accessories.
The simple and plain text GAP logo became famous throughout the world. The royal blue background and white colored GAP text were sufficient enough to give a kickstart to the new brand. Rest was played by the names of the two fashion gurus.
Controversy
A October 2010, a controversy arose about the GAP logo when the brand first time introduced a second logo. The logo was actually a black colored Gap text with a small royal blue square on the left top.
The criticism was based on two basic points. Firstly, the royal blue small square came under criticism. The designers believed that this small blue square depicts that GAP has lost its royalty and class and the brand is no more able to deliver uniqueness and royalty in its products. Secondly, the Helvetica font of the typeface Gap was targeted. Here, the logo designers claimed that Helvetica is an overused font and it does not suit a big brand like GAP.
GAP Response
Despite the heavy criticism on the new logo, GAP continued to launch its new logo on the selected date i.e. October 4, 2010. Just 2 days later, GAP posted on the Facebook page that its new logo has already incited a buzz in the public. The brand is looking for the unfolded debates. It also decided to crowdsource a new logo for GAP and hence, organized a competition among the logo design services.
The competition was not even started that people started demanding for the first logo of the brand. GAP management announced that the brand is returning back to its original and basic logo.
Even More Criticism?
When GAP tried to wind up all the debates by celebrating its first logo, the marketers started a new debate claiming that the whole scenario was actually marketing tactics of GAP to attain public and media attention.
Whatever the inside matter was, the conclusion is that GAP has become a more renowned and admired brand as it respected the public opinion and took the decision on behalf of public demand.