Written by Sydney-based designer, Clinton Duncan.
What an exciting life the new Gap logo led. It snuck up on us, as if to pleasantly surprise us. Next, it got to experience the heady cut and thrust if the online design world via blogs and Twitter, where it gained multiple personalities and impersonators. It went viral, virtually became a meme, shot to fame, was widely reported on, made it tomainstream media and then, all of a sudden, it died. Snuffed out, not by a newer, younger model – but the old model it was meant to replace.
So, where to start with this debacle? Basically this boils down to three clear failures. A failure in sourcing the right consultant, a launch failure, and a failure of belief. While significant, these three failures were only the fuel, and the Internets simply brought the matches. Plenty of them. Branding programs are never perfect, and even the most imperfect births can still lead to strong, healthy brands. Following are three examples of brands that got one of the three parts wrong, yet still survived. Whether they are successful brands or not, well you can be the judge on that one… Continue reading