The Gap, Inc. is a world-renowned American clothing and accessories retailer headquartered in San Francisco, California. It consists of some five primary brands, namely the Gap itself, Banana Republic, Piperlime, Old Navy and Athleta. It was founded in 1969 by Donald and Doris Fisher..
Gap Inc. owns a trademark to its name, «Gap». The Gap’s original trademark was a service mark for retail clothing store services. The application was filed with the United States Patent and Trademark Office on February 29, 1972, by The Gap Stores; registration was granted on October 10, 1972. The first use of the trademark was on August 23, 1969, and expanded to commercial usage on October 17, 1969. A second application was filed by Gap Stores, Inc. on September 12, 1974, this time for a trademark filed for shirts. The first usage for shirts and clothing products was on June 25, 1974. Trademark registration was granted on December 28, 1976. Both the service mark and trademark are registered and owned by Gap (Apparel), LLC of San Francisco, California.
In October 2010, Gap, Inc. unveiled a new corporate logo that was intended to portray a more contemporary, modern and exciting expression. The “infamous” redesign replaced the memorable original logo that contained the company’s name in uppercase characters in a white Serif typeface on a navy blue background. The new design featured a black Helvetica lowercase lettering partially superimposed on a small blue gradient square at the top of the right-hand corner.
Louise Callagy, an authorized representative of the company, maintained that the redesign would typify the Gap’s transition from “classic, American design to modern, sexy, cool”. The debut of the new logo drew heavy criticism and dismissal from the general public, design experts and, more importantly, thousands of the users of social media websites like Facebook and Twitter. They blasted the use of “cheap” gradient and dismissed Helvetica as an “overused” and “generic” typeface. Negative press and public outcry significantly belittled the rebranding effort.
As a result, Gap, Inc., despite initial remonstration, announced within a few days that it is reverting back to the 20-year-old original logo design with immediate effect.
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