The Yeezy x GAP Logo Saga

/TWP
May 8, 2021
2 min read

Last year GAP announced a new brand collaboration deal between Kanye's Yeezy brand which, according to trademark docs is expected to produce clothing, handbags, backpacks, luggage, footwear, headwear, umbrellas, and more. It is a 10 year deal and the collaboration is expected to hit stores later this year.

According to Bloomberg reports the collaboration could be valued close to $1 billion. The Yeezy brand is currently valued around $4.2 billion according to UBS.

Last year Kanye revealed the logo on his twitter:

The logo is very similar to GAP's with subtle alterations. The overall look didn't bring much changes besides the skewed shape and type. Those decisions definitely communicate a seamless merge between the two brands, very integrated.

However, another logo was unveiled through trademark reports. And, according to CNN, it caught the attention of Walmart, the retailer giant filed a notice of opposition claiming the logo is similar and prone to cause confusion among consumers. Here's a look into both of them side by side:

As of right now nothing is certain about the future of the Yeezy logo, only rumors. In my personal opinion, the Yeezy dotted logo is not as similar to Walmart's sun-shaped logo, it can be distinguished, specially when considering how Walmart plays with very bold shapes. However, the debate it's understandable since 3 big brands are involved.

Unfortunately there are not much more information about the concept of the new brand's logo or regarding the partnership at all. I feel that the dotted logo has an intriguing and modern feel, but makes me wonder about the message behind the shape. Other questions I have are regarding the colors, which would make a lot of difference in terms of branding.