Gap is one of those brands that I’ve just never bought into. Why? I’m not sure. But if asked what brands are doing it right with their branding, I would say these guys are.
Earlier this year I started noticing some of the really nicely designed outdoor displays and really felt like their typographic decisions in combination with photography were really appealing. I’m not sure how long GAP has been using Helvetica as their brand’s type but all of their current promotional materials have it. To me it seems like a perfect fit, especially with the number set ‘1969’. Gap’s 1969 Stream collection website is another great example of where I feel that they’ve done right.