IntroductionA global icon needs an iconic logo. Fashion has evolved since 1969, when Gap opened its first store. Our logo has changed with the times, too. One thing that hasn’t changed is our mission to provide casual contemporary clothing and accessories to customers around the world. Our inspiration is classic, our interpretation is modern.Recognized worldwide as a symbol of style, quality, and value, the Gap logo is a valuable corporate asset. The guidelines that follow will help achieve proper and consistent implementation of our logo. And that will raise brand recognition, create greater visual impact, and maintain the equity and value of the Gap brand.The brand guidelines explain the changes to our corporate logo, as well as changes to our sub-brands including GapBody, GapKids, and babyGap. They provide a set of standards for consistent usage in a variety of applications and touch points —both internally for designers, marketers, and manufacturers, and externally, for manufacturing partners, advertising agencies, and third-party vendors.
Corporate Logo Evolution, not revolution. Our logo has changed with the times, while maintaining a respect for the Gap heritage. We’ve freshened it, cleaned up some of the typographic treatments, and made it easier to reproduce in a variety of formats. The result is a more modern design, contemporary, current, and immediately recognizable as Gap.DescriptionThree white uppercase letters on a blue background. A hallmark for simplicity. The new Gap logo has been scaled proportionally for legibility and reproducibility. The new logo is intended for use across all corporate communication, in-store and out of store.
New vs. OldThe differences are subtle, but important. The new Gap logo now fits squarely in its blue box, unified, stable, clean, and modern.DescriptionSubtle changes to the proportions and scale of the Gap logo allow it to fit comfortably within its blue box. Changes to individual letterforms—such as the descending spire of the G, and rounding the serifs on the feet of the letters—impart a sense of unity and wholeness.Widening the strokes of the letters creates more weight for immediate impact. Lining up the mid-points of the letters so they match provides balance. The result is a unified logo designed for maximum legibility.New LogoOld LogoNew LogoOld Logo
Logo Clear SpaceClear the clutter. To preserve the integrity and visual impact of the corporate logo, always maintain a clear space around it. The clear space around the logo is an integral part of its design, and ensures the logo can be seen quickly, uncluttered by other logos, symbols, artwork or text.Clear SpaceKeep the area around the logo clean and uncluttered by maintaining a minimum clear space. As shown here, the space around the logo is equal to the X width.Minimum SizeTo maintain legibility, never reproduce the logo...
