A comment on Gap’s logo, and no comment

Regarding its recent attempt at rebranding (Insight, DW 21 October), I think Gap is looking to reconnect with today’s customer and become even more relevant, so it needs to offer customers something that’s different, like the So Cal youth of Hollister or the edgy attitude of All Saints.

Gap has always been about all-American basics and in recent years brands like American Apparel have done basics in a fun and sexy way. But are we tiring of the ’all-American’ story? I’d say Gap needs more than just iconic American style to get people excited.

Crowd-sourcing new ideas in the wake of such heavy criticism could be its saving grace, but co-creating logos feels so limiting in the grand scheme of collaboration.

By engaging in dialogue with the customer, Gap has a real opportunity to get under the skin of its brand and its customers. This shouldn’t be just about logos, but about its role in people’s lives. It would be great to see this project go beyond image and start to act as a platform for participation, from createing your own iconic T-shirts through to suggestions for future collaborations.

Gap has a heritage in doing so with designers like Valentino and ranges like (Red), so there is something to build on and take further.

I think it’s time for Gap to be bold and brave with its future. It needs to stand out confidently with a new story to tell.

Unfortunately, the new logo signalled a brand that is anything but confident and even more disconnected than we thought.

Rana Khodadoust ,Strategist, Wolff Olins, by e-mail

I’m a bit ’over’ all the branding criticism of late. I think it’s bad for the industry as a whole and would rather make positive comment about my peers’ work where it is merited and retain a dignified silence where it is not.

Georgia Fendley, Construct London, by e-mail

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