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GAPのロゴ変更騒動で得たもの

SPAで有名なGAPが、ロゴを変更したものの大不評で、すぐにクラウドソーシングで新ロゴの募集を呼びかけるもまたまた不評で(参考: http://frozenport.blogspot.com/2010/10/gap-logo.html)、結局元に戻すことに。
- GAP LISTENS TO CUSTOMERS AND WILL KEEP CLASSIC BLUE BOX LOGO
http://www.gapinc.com/public/Media/Press_Releases/med_pr_GapLogoStatement10112010.shtml
- 米GAP、ロゴ変更を断念 ネット上に非難殺到
http://www.sankeibiz.jp/macro/news/101013/mcb1010130504018-n1.htm

新旧ロゴの比較はこちらから。
http://www.brandchannel.com/forum.asp?bd_id=137
Helveticaのフォントによる"Gap"、その上にうっすらとグラデーションのかかった青い正方形を配置したもので、会社いわく「未来的」とのこと。
また、ロゴ変更の理由は20年以上使ってきたからという。
とはいえ、新ロゴについては「これなら小学生でもデザインできる」、「ブランドイメージが十分定着しているのだからロゴ変更の必要はない」、「GAPのポリシーや進むべき道が見えない」なんて意見もあるようだ。
私はそこまでの意見には至らなかったが、何度も見ていると他の方の指摘のようにカッコ悪く見える点は同意。

この騒動で思い出したことをいくつか。

GAP新ロゴで使われているHelveticaとそのフォントファミリー(ウェイト: 太さの違いやOblique: 斜体の有無を含む)は、日本企業ではTOYOTA, Kawasaki(オートバイなどの), Panasonic(かつてあったNationalも、SL-1200シリーズが有名なTechnicsは別)など、世界ではBMW, Microsoft(一部変形)など、数多くの会社のロゴで使われている(以下参照)。
- 40 Excellent Logos Created with Helvetica
http://www.webdesignerdepot.com/2009/03/40-excellent-logos-created-with-helvetica/
GAPと同じファッション関係では、COMME des GARÇONS(とその派生ブランドのほとんど)やAmerican Apparel(前述の"40 Excellent Logos Created with Helvetica"も参照)のロゴも、GAPと同じHelveticaである。
同じフォントを使いながら、他の会社は特に文句もなく、広く受け入れられているのに、Gapがダメダメだったのは、上で書いた理由以外になにがあるだろうか?

あと、TOYOTAとBMWのロゴのフォントが同じというパターンはひとまず置いておき、今回のGAPのように同業他社と同じフォントを使うのは、イメージが重なるので、個人的には避けるべきと考えるが、どうだろうか。
これは、TOYOTAとNISSANのロゴのフォントが同じ、なんてことがまず考えにくいのと、同じ理屈。

これと関連し、その昔ソニーもロゴを変えようとしたが、結局変更しなかったことを思い出した(http://www-dg.setc.wani.osaka-u.ac.jp/scshp/rogo1.htm)。
稀なケースだけど、こういうこともある。

新GAPのロゴを真似たロゴを作れるサイトも登場。
http://craplogo.me/
ちなみに、これでGapのロゴを生成すると、微妙にオリジナルと違うものが作られる。

その他、ユニクロはGAPを手本にしていると言われ、業態など共通点もあるが、正方形のロゴが用意されている点もGAPと共通。
現在のロゴは佐藤可士和氏によるもので、従来からあったロゴをリファインしている。
ただ、ユニクロは上のようにロゴを並べるとGAPと似ているように思えるが、店の中身はGAPとは違った方向性を持っているようだ。
実際、ユニクロはジル・サンダー氏と組んだブランド・+Jを立ち上げるなど、様々な試みをしている。

ということで、ソニーの例のように、会社のロゴの変更は簡単なようで難しいのかも知れない。
ロゴはコーポレート・アイデンティティやビジュアル・アイデンティティにおける重要な要素であり、まさに会社の顔の1つ。
ブランドイメージが十分定着しているのであれば、ロゴを変更する場合、それなりの覚悟がいるようだ。
また、ロゴは会社のポリシー・姿勢や進むべき道、そして魂を体現すべき。
そんなことを、今回の騒動から考える。

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