Gap Replaces Boring, Soulless Logo With Even More Boring and Soulless Logo

A blog about politics, sports, media, stuff
Oct. 8 2010 11:37 PM

Gap Replaces Boring, Soulless Logo With Even More Boring and Soulless Logo

Everyone is complaining about the Gap replacing its old logo . The newest logo is awful, sure. It looks like the emblem of some failed low-fare spinoff of a major airline. But that thing it replaced, the white letters on the blue square? That's not the old Gap logo.

This is the old Gap logo. (Thanks to Jordan Ellenberg for the reminder.)


Why are people nostalgic for the dull, totalitarian, khakis-will-conquer-the-world Gap emblem of the '90s? It's like being nostalgic for C+C Music Factory .

The new Helvetica look is boring and fake. It comes from the company's "1969 Jeans" branding, which—have another look at the picture of the original store: the Gap didn't even make jeans in 1969. It advertised itself as a Levi's retailer.

But the new logo is the spiritual heir of the earlier blue square. In 1969, the Gap wanted to look like it was in step with the times. Since then, its new logos have aimed to look timeless—that is, like they're in step with nothing at all.

Tom Scocca is the managing editor of Deadspin and the author of Beijing Welcomes You: Unveiling the Capital City of the Future.



The Irritating Confidante

John Dickerson on Ben Bradlee’s fascinating relationship with John F. Kennedy.

My Father Invented Social Networking at a Girls’ Reform School in the 1930s

Renée Zellweger’s New Face Is Too Real

Sleater-Kinney Was Once America’s Best Rock Band

Can it be again?

The All The President’s Men Scene That Captured Ben Bradlee

Medical Examiner

Is It Better to Be a Hero Like Batman?

Or an altruist like Bruce Wayne?


Driving in Circles

The autonomous Google car may never actually happen.

The World’s Human Rights Violators Are Signatories on the World’s Human Rights Treaties

How Punctual Are Germans?

  News & Politics
The World
Oct. 21 2014 11:40 AM The U.S. Has Spent $7 Billion Fighting the War on Drugs in Afghanistan. It Hasn’t Worked. 
Oct. 21 2014 5:57 PM Soda and Fries Have Lost Their Charm for Both Consumers and Investors
The Vault
Oct. 21 2014 2:23 PM A Data-Packed Map of American Immigration in 1903
  Double X
The XX Factor
Oct. 21 2014 1:12 PM George Tiller’s Murderer Threatens Another Abortion Provider, Claims Right of Free Speech
  Slate Plus
Behind the Scenes
Oct. 21 2014 1:02 PM Where Are Slate Plus Members From? This Weird Cartogram Explains. A weird-looking cartogram of Slate Plus memberships by state.
Oct. 21 2014 12:05 PM Same-Sex Couples at Home With Themselves in 1980s America
Future Tense
Oct. 21 2014 4:14 PM Planet Money Uncovers One Surprising Reason the Internet Is Sexist
  Health & Science
Climate Desk
Oct. 21 2014 11:53 AM Taking Research for Granted Texas Republican Lamar Smith continues his crusade against independence in science.
Sports Nut
Oct. 20 2014 5:09 PM Keepaway, on Three. Ready—Break! On his record-breaking touchdown pass, Peyton Manning couldn’t even leave the celebration to chance.