Gap, a globally recognized clothing brand, has undergone a few major redesigns throughout its nearly 50-year history, with only one significant overhaul of its logotype. There have also been minor tweaks and a well-known failed redesign in 2010, but the overall evolution of the brand’s visual identity reflects its progression from a youthful, casual brand to a more refined, modern fashion label.

History and Meaning Behind the Gap Logo

Gap was founded in the 1960s under the name "Generation Gap," symbolizing the brand's youthful and progressive appeal. The name was later shortened to just "The Gap," and by the 1980s, it became simply "Gap," a name and logo that are now synonymous with casual, everyday fashion.

Evolution of the Gap Logo

1969-1976: The Early Days

The first Gap logo, introduced in 1969, featured a playful and friendly look. The logo was a simple, monochrome wordmark with "The" positioned diagonally above "Gap." The rounded sans-serif typeface gave the logo a sleek, casual feel, while the varying line thickness of the letters and the connecting bars of "T" and "H" added a unique, playful touch.

1976-1986: Refining the Look

In 1976, the Gap logo was redesigned to give it a more professional and confident appearance. The word "The" was now aligned parallel to "Gap," and the overall design became more straightforward, though the black-and-white color scheme remained the same. The new look was more mature and polished, reflecting the brand’s growing recognition.

1986-2016: Iconic Blue and White

The most iconic version of the Gap logo was introduced in 1986, after the brand dropped the word "The" from its name. This new logo featured the word "GAP" in all caps, using a sleek serif typeface. The logotype was placed within a calm blue square, a color that became synonymous with the brand. The design exuded a sense of sophistication and clarity, with well-balanced lettering and ample spacing, signaling Gap’s transition into a global fashion leader.

2010: The Failed Redesign

In 2010, Gap unveiled a dramatic redesign that was met with immediate backlash. The new logo featured a simple black wordmark with a gradient blue square in the upper right corner. The design was a stark departure from the established Gap branding, and consumers quickly expressed dissatisfaction. The company retracted the logo after just one week and reverted to the previous version, recognizing that the change did not resonate with its audience.

2016-Present: A Return to Simplicity

In 2016, Gap updated its logo once more, returning to the iconic blue and white version with a more refined and modern look. The logo was simplified to a monochrome black wordmark on a white background. The letters were spaced further apart, creating a lighter, more sophisticated feel. This update kept the essence of the original logo while giving it a fresh, minimalist appeal that aligns with current design trends.

Gap Logo Font and Color

The Gap logo uses a custom condensed serif font that closely resembles the Spire Regular typeface designed by Ann Pomeroy. The distinctive serifs and varying thicknesses of the letters make the font unique to Gap. The brand’s color palette has remained relatively consistent throughout its history, with the original and current logos using a classic black-and-white scheme. However, the version used from 1986 to 2016 introduced a dark blue, which became a signature color for the brand.

Gap's logo evolution reflects the company’s growth, from its youthful beginnings to a modern, sophisticated fashion icon. Despite a few missteps along the way, including the 2010 redesign, the brand's visual identity has remained grounded in simplicity and elegance.