The Gap’s new Body Fit collection

October 18, 2010

After all of the kafuffle faced by the Gap over their new logo these past two weeks, the Gap has finally done something right. Amidst all this mayhem, the Gap has finally started to hype their new Gap Body Fit collection that was launched in September. Trying to compete with other women’s sportswear brands like Lululemon, the Gap Body Fit collection is geared towards the modern, sporty and active woman.

The San-Francisco design firm, Manual, created the logo and brand identity for the Gap Body Fit collection. They were responsible for the “logo design, product naming architecture and copywriting, icon design, and a packaging system for a global rollout.” Personally, I think that they did a fabulous job. I think that they hit it right on the money with their logo design. It is elegant, feminine, simple and perfectly suited to subtly represent this new active brand on all of the clothes in the Gap Body Fit collection.

“We presented a number of abstract symbols that communicated everything from agility and speed to balance and strength, but in the first presentation we all quickly agreed upon the winning solution — an abstract geometric ‘G’ that helped communicate the notions of flexibility and femininity.” – Manual

I think that the abstract “G” is a very strong icon that is highly recognizable and that I believe will be a great success. Pairing this stylish “G” with everyone’s favourite typeface, Helvetica Neue, was also an excellent choice made by Manual and overall, helps to serve the brand very well. Just look how good the tags look and just how well balanced the logo looks on the clothes. Great job!

Gap Body Fit Collection Logo

Gap Body Fit Collection Logo 2

Gap Body Fit Collection Tags

Gap Body Fit Collection Tags 2

Gap Body Fit Collection Tags 3

Gap Body Fit Collection Logo on Clothes

Gap Body Fit Collection Logo on Clothes 2

Gap Body Fit Collection Logo on Clothes 3

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