The Reflex Blue Show, Season 3, Episode 14: Awkward Blue Boxes
Robert Maguire (@welcomehomerob on Twitter) stops by to discuss some happenings at The Gap with Nate and I. I have been on record saying putting things in Helvetica Bold will make them look better than most things out there with no additional effort. Ends up that adding a weird blue box to it has the reverse effect.
We had planned on another topic, but that will have to wait for next time. Discussing this story was something we found out we had way to much of a take on to find time for much else.
If you disagree, leave a comment below. Comments left with a floating blue box behind them get extra credit.
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There’s not much to say about Gap & their failed helvetica blue box logo that hasn’t already been said. I’m actually quite fond their old (now current) logo. I really think that it works for them & has become a well established visual identity with substantial equity.
Personally, I’m a little skeptical about this whole ordeal being purposefully constructed by Gap to perpetuate buzz about their brand.
However, I must admit, my fiancée & I went shopping there this week. So if this was Gap’s plan from the beginning, it may be working.
Thanks for another great show guys. Stay classy.
Maybe it wasn’t purposely constructed to be a failure, but it is definitely conceivable that they wanted to create buzz. Think about it – What is the worst that could happen? The answer is absolutely nothing. If Gap releases the logo and no one cares or rants online then they haven’t lost or gained anything. If they produce something that is great, people will love it for being great and thus participate. If it stinks, then people will talk about how much it stinks. In this environment it is highly unlikely that a larger brand will change something and have it go unnoticed.
I of course have no proof. Just my logic. And even that can be flaky at times.
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