| Gap Foundation The Gap Foundation is focused on youth in the developed world and women in the developing world. Their mission is to create opportunities to unleash potential in these communities by working with non-profit partners and employee volunteers. The Gap Foundation mantra was ‘Be what’s possible’ and Gap Inc required a new logo for the Foundation. Rather than create another symbol or logotype that would conflict with the Gap brands, we decided to make the mantra a tagline that could support the brands and act as a sign off for design collateral. We also created an identity language to support this using woodblock. This particular look and feel helped promote Be what’s possible as being the non profit arm of Gap Inc. It felt anti corporate, fun and would appeal to youth and women in developing countries, as well as Gap Inc. volunteers worldwide.
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| Gap Foundation One of the first outings of the new brand was on Aids Walk tees worn by all Gap employees taking part in Aids Walk in San Francisco and New York. |
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| Gap Foundation Notebooks were created with a woodblock ‘Be…’ folied in silver and given to volunteers to encourage them to note down how they could ‘Be valuable within their communities. |
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| Gap Foundation New volunteer tees were designed in 5 different colors so that employees would stand out wherever they were volunteering within the community. |
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| Gap Foundation The holiday campaign turned inspirational holiday ‘Be’ related slogans into colored parcels. Encouraging Gap employees to give the gift of volunteering. |
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