I analyzed what The Gap stands for today and what could take it to the next level. I came up with the idea of homegrown, gritty, American craft. All denim is designed and hand-made by real artisans—Bringing a new respect to the brand.
The new Gap logo I created is a modern version of it’s old typeface. By cutting off it’s serifs, it becomes unpretentious and simple. It was important that the logo was still recognizable as it's iconic brand, but with a new edge.
Awarded: Graphis, New Talent Annual 2013, Gold award in logo design Teacher: Nic Taylor