1 Response to “Gap”


  • I “miss” the new one! While I think Helvetica has its place, and looks great when done right, I think this move is oversimplified and homogenized. The old GAP had a presence. This fades to the background with everything else. I work adjacent to the GAP on Michigan Ave. in Chicago, and even though their signage uses the proverbial stacked bold Helvetica that you see all over, I don’t think this is enough of a reason to CHANGE THE LOGO. Their redesign will go down in history as a bad move and a victim of the Neue Movement.

Leave a Reply