CHAPTER 3Build Your Brand

FOR MORE THAN 20 years, the Gap has used a navy blue box surrounding its three-letter name in a traditional white font as its logo. The logo has played an important part in illustrating the company’s brand as the classic one-stop-shop for basic denim. But in time, customer needs changed and new competitors in the apparel industry such as H&M and Forever 21 appeared on the horizon to deliver more hip, fresh styles.1 At the time of this identity crisis, the Gap’s senior management decided it was time for the company to evolve its brand to be more modern, and that included making a change to its classic logo. On the surface, there was nothing wrong with this decision. Other corporations, such as Nike, McDonald’s, and Apple, ...

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