Answering the questions essential to creating a design with meaning.
Creating an effective communications strategy starts with defining your brand's mission. For this assignment, I chose The Gap. Throughout its history, The Gap has provided products that represent its dedication to perfection. However, their logo and branding concepts are not up to par with the standards they set for themselves as a large retailer.
"Our mission is to democratize fashion and make shopping fun again. To bring incredible style and quality to families the world over."
Where this is extremely important to understand, the Gap recently tried to rebrand and was extremely unsuccessful.
In this video, Matt Bryom explains Gap's massive re-brand failure.
What elements I will consider when redesigning The Gap's logo
My communications strategy for The Gap begins with its brand's design elements. Given their dedication to the retro decades, Gap's logo should be fun and funky. Using different typography or lines similar to designs of the 1970s and '80s may help in their overall brand delivery. Also, Gap has always used type-based logos to set itself up for brand visibility in its industry. I believe this is still the right PR design strategy for Gap, given their historic organization.
Photo from Vecteezy.
A font similar in style to this "retro" one.
Phtot from Tailor Brands
And a logo with an emphasis on the words, not necessarily the pictures.
The Gap specifically needs to be able to connect with its target audience. To do this, they must honor their mission statement while also being able to keep up with trends. As I start to develop a logo, newsletter and business card to fit Gap's branding, I need to use design elements that fit a communication plan appropriately.
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