Tom’s of Maine new logo:
In my last post, I added the newly designed Tom’s of Maine logo and packaging to the discussion of poorly designed branding speared by the newly designed GAP logo.
In both cases, I sincerely feel the design process, and strategic design have completely been left out of the equation in the development of these brands. What is going on? As a design educator I find what I see as becoming a trend exemplified by these two examples quite disconcerting.
During project critiques, the design process that looks at the targeted audience and what it has already bought into in respect to a company’s brand and product or service, is always at the forefront of the design choices of color, typography, imagery, layout, etc. I just don’t see this consideration given in the case of the Tom’s of Maine and GAP redesigns.
What am I missing? Love to know your thoughts.
Graham Smith of ImJustCreative offers a nice perspective on the outcry about the GAP logo redesign. In his post, The Gap Logo – Is the outcry and criticism justified. In his followup post, The GAP Logo Design Revisited, he, in good fun, offers his reworking of the logo.
New GAP Logo
Previous GAP Logo
Ayana Airakan-Mance | design : speak 
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