Gap Rebrands, Cues From American Apparel
With all the financial problems American Apparel is going through—not to mention its CEO Dov Charney’s alleged sexual misdemeanors—it seems unlikely any brand would want to emulate it right now. Except Gap.
The established American fashion label has just rebranded, aligning itself to the younger, hipper crowd—or at least that’s what its corporate heads would like to think.
If the old identity suggested classic, preppy American sartorial style, then the new one just falls flat on its face trying to be something it clearly isn’t: the racy, edgy American Apparel.
It’s out with the serifs and in with the Helvetica; and that iconic blue box of the old logo now inexplicably occupies a small corner on the logo. American Apparel had its faux-pornography ads to lend some spark to its otherwise unremarkable logo, but Gap has nothing but snooze-worthy catalog shots on its website.
Granted, Gap never was exciting to begin with, but this rebranding makes it even more bland and vanilla than it was before.
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