ABCya! • Blue Box
ABCya! • Blue Box
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abcya.com
For 20 years, GAP’s blue box logo was a part of people’s lives. It reminded them of family shopping, school clothes, and the brand’s classic American identity. In 2010, Gap attempted a sudden and radical logo change to modernize its image — but instead of a successful refresh, the move backfired and cost the company approximately $100 million. They replaced the familiar blue box with a plain Helvetica wordmark and a small floating square. No announcement, no explanation, no gradual transition. I
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The Foundation to Combat Antisemitism is rebranding as the Blue Square Alliance Against Hate, reviving the blue square symbol to rally against rising antisemitism. On Oct. 12, during the Chiefs vs. Lions NFL game, they'll launch a $10M campaign encouraging Americans to become allies against hate by sharing the blue square emoji or wearing blue square pins. Created by VML, the ad will run across social media, YouTube, and out of home. https://bit.ly/471UOD8 | Adweek
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