Gap approached Manual with the challenge of designing a brand identity for Gap Fit (formerly GapBody Fit)—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, while working in tandem with the overall Gap brand.
The symbol we designed, 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 was implemented on garments, hang tags and marketing materials in Gap retail stores worldwide.