good, bad, and boring

Successful brands, commercial or luxury, have a logo that is memorable and iconic. Obviously, this varies from the concept behind each product or brand. As many of you may have noticed GAP, the popular clothing company has changed their logo. GAP has been upping the quality on their clothing, transforming from a default retailer, to a store that provides upscale pieces for relatively inexpensive prices. However, just because the quality of clothing has become more refined does not mean that the logo has to go an under an extreme transformation, one that is in fact, boring. What GAP (or have the all-caps thing been cut too?) had in mind was probably simple, elegant, minimal, but what they actually produced was something that was ordinary and elementary. Except for perhaps the blue miniscule window near the P...maybe that is their way of honoring the logo of the past.If this were the aesthetic of GAP from the start, I have a feeling that they would not be as lucrative of an industry as they are today.

Helvetica, the font chosen for this new and improved logo, is one of the easiest fonts to read. This idea is solidified in Gary Hustwit's documentary titled "Helvetica". The marketing team at GAP probably saw this and were astonished that they had not decided to make the switch earlier. The truth is, this logo looks as if it could have been made on MS Paint.Helvetica, while it is pleasant to read while running around in the subway, or reading directions might not have the same effect on a large clothing brand. Helvetica, was created to be "a jack of all trades", as seen in this Business Week article. It is a font that is malleable. It is indicative of simplicity, but only when contrived appropriately. Take for example the Muji logo above. This store, which has a multitude of products (some household, some apparel) delivers a simple logo, that is aesthetically pleasing, and reads with confidence. The Muji logo also tongue-in-cheek, because Helvetica is a "commercial typeface" Muji uses it to make a commentary on commercial branding. (Business Week)

Believe it or not, Brands can succeed without Helvetica. As it has been established it is not the typeface that dictates that longevity of the brand, but a logo as an icon which understands what the brands primary buyers want. For example, take this Brooks Brothers logo. The typeface is a custom one (but most identifiable to Edwardian Script) and signifies elements of exclusivity and elegance. Furthermore, the sheep hanging above the lettering serves as a humorous observation on commerce. This logo has stayed true to its demographic. By hopping on the Helvetica bandwagon, GAP made this font seem trite. On their Facebook wall they boast that they love their logo but are open to alternative designs. This would be the time to take advantage of the internet as a conversation, and provide alternatives.