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Corporate Brand Identity GAP

Kaliya Young · December 20, 2005 · Leave a Comment

Ed Batista posted this link to a GAP ad that was not widely distributed. The staff and customers destroy the store. It is quite entertaining.
The GAP Identity today:

The Gap has become the transparent background music of fashion–the aesthetic you never see because it’s everywhere (and thus effortless to imitate, undercut or adapt.) I like expansive, dramatic gestures–even when they fail, you have a lot more fun making the attempt–and I’d love to see The Gap destroy its increasingly-meaningless brand in order to save it–but I’m hard-pressed trying to think of a big retailer that’s pulled off a similar trick.

Ed reflects on the evolution of GAP’s identity:

At 38, I’m old enough to remember The Gap’s two-stage transformation, first from off-brand denim outlet to cooler-than-Levi’s, and then on to world domination via sort-of-preppy, sort-of-hip GeneriClothes. But a fundamental problem they face now is that the market’s fragmented out from under them, and fewer people want to wear GeneriClothes these days–we’re all pursuing our individual style muses.

Open Source Brand Identity, GeneriClothes

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