birddog

Bridging the Gap

So, GAP has a new brand identity. Or should I say ‘Gap’ has a new identity. The lower case is significant. Probably. There’s a veritable shit-storm reigning down on the new Gap logo from every online channel I’ve seen so far and I’m not altogether sure why.

The general opinion, is moderate to fervent hatred. If you haven’t seen the new logo, you can see it here with the context of the old alongside the new. Have a look at the balance of opinion on this site while you’re there – general hatred. The specific sentiment (beyond general hatred) is that Gap has played ‘safe’ in the execution of the new identity. I don’t agree with that either. Safe is what you do when you cross the road. Safe is wearing a condom. Safe is a deposit box. Safe is not the adjective used to describe a logo.

Here’s the thing – I like the new one.

In comparison to the old identity, I’m struggling to see why everyone hates the new one. The old logo sucked the big one. It sucked for years. Thin, spindly, anaemic, shite. Presumably GAP thought it sucked too. Do you actually own a t-shirt or sweatshirt with the old logo on it? No. That’s because it sucked. For years, GAP has deftly side-stepped its entire corporate identity by employing every other conceivable typeface on retail merchandise except their own logo. My entire family sports GAP clothing with block ‘American Football’ typography in preference to the logo because, well, because the old ‘logo’ sucked.

Sure, it was used on the storefront and it was on the carrier bags, but after that, who cares? It was almost invisible. The version of the marque that we all actually wear is different. I don’t imagine for one second that that’s going to change. The ‘change’ is therefore the badge on the retail storefront and the carrier bags. Are we really going to wreak vengeance on carrier bags?

Whatever the initial public opinion, the interesting part of the story is that Gap itself felt that it was time to change its identity. The business is actively making changes to remain relevant and contemporary in a modern world. Out goes the serif typeface and in comes the san serif. They’ve given a tired identity a well deserved lick of paint. It’s not like they’ve repositioned and rebranded to call the company ‘BeigeWorld’ or anything. It’s 2010 Gap and not 1990 GAP. That’s OK. It’s acceptable to change your clothes, it’s acceptable to change your car, it’s acceptable to move house, change jobs, change your hairstyle, dump your girlfriend, get married, have kids… – change. Change happens.

Corporate identity is no different. Every now and again we change corporate identity to remain contemporary and relevant to our shifting audience needs and expectations. It’s not wrong, or safe, or even important. It’s simply expected and sometimes necessary. But ultimately, a logo is just a badge. The badge is not the brand. The badge represents the brand. The ‘brand’ is what we feel about the company and/or its products and services.

I don’t actually think the Gap ‘brand’ has changed at all. I can still rely on Gap to deliver some of the most inoffensive cotton and fleece wear on the high street. Great. So they’ve changed their carrier bags. That’s great too. But I’m already over it.

Scot McKee

Managing Director

The niu online presence

niu is a fresh name in the IT and telecoms industry, a purpose-built company that integrates four high value brands with wide ranging sector experience into one fully converged solutions provider. niu is headquartered in central London with 200 staff and a broad supplier network that includes brands such as IBM, Orange, Cisco, Microsoft, VMware, Mitel, Avaya, and T-Mobile.

Over the past 12 months Birddog has worked to fully rebrand and integrate the business with three other companies. niu required a powerful new identity with the potential to deliver long-term benefits, differentiate in a competitive industry and increase ROI. The company also needed to reinvigorate its online space with a contemporary website, in line with modern web practices and user features, to maximise sales and new business enquiries. Birddog designed the niu website www.niu-solutions.com to provide instant credibility and interest to visitors, creating a vivid first impression of the brand, with simple navigation and quick access to key areas of value.

Following the development and roll out of a brand strategy project, new corporate identity, an edgy Creative Platform® and a focus on brand awareness across online and offline media, Birddog launched the niu website in September 2010 – www.niu-solutions.com.

A suite of internal marketing tools were also provided to ensure long term brand consistency and buy-in from niu employees was achieved.

Birddog is niu’s lead/retained agency, contracted to deliver the long term development of the brand’s reputation, both online and offline, through consistent creative approach, a sound social media strategy and an implementation strategy that is dedicated to building niu’s brand awareness.

What Did Birddog Do?

• Brand Workshop
• Brand Strategy
• Creative Platform®
• Photography
• Corporate Identity
• Internal Marketing Campaign/Tools
• Digital Planning – Functional Spec and Sitemaps
• Digital Design and Development
• Bespoke CMS build, Training and Database Design
• Search Engine Optimised, Inter-related Content with High Keyword Density
• Implementation of Social Media Strategy and Policy