We have designed a new identity for Gap. We were asked to develop an identity that can be used when Gap are promoting more than one of their brands at once. This needed to work online as well as in printed marketing material.

At the moment the Gap portfolio consists of Gap, Old Navy, Banana Republic, Piperlime and Athleta. Gap.com allows it’s customers to shop across all 5 stores, in one location and they only have to check out once. Essentially they have created an online mall and this was the inspiration for the new identity. We also decided that the new identity should be a call to action.

By cleverly filling in the ‘m’ the new identity can read “Shop them all” one way and then “Shop the mall” the other way. We chose to use a dark warm grey as the primary color for this new identity so it wouldn’t compete with any of the existing colors in the Gap brands. We created a typographic direction so that it doesn’t feel like another brand from the Gap and can be used as an over arching system in which all of the brands can be contained and promoted together. The typefaces used are ‘The Serif’ and ‘The Sans’ which are the Gap Inc. corporate typefaces.