Gap approached Manual with the challenge of defining a new athletic lifestyle sub-brand that would appeal to active women around the world. Our task was to create a distinct and modern brand mark that could forge its own identity and sit comfortably alongside other major active-wear brands. The identity was required to work in tandem with the overall Gap brand.
Manual worked in close collaboration with Gap’s marketing team and former lead designer Patrick Robinson to develop the brand's attributes and product naming into an iconic logo and associated visual language. The symbol, an abstract 'G', hints at a curved figure and represents the notion of flexibility and movement.
Manual devised a naming strategy for garments, along with a range of icons and product benefit messaging.
The identity appears on garments, hangtags and marketing materials in Gap retail stores worldwide.