Gap’s logo is looking a little different. The retailer is replacing its iconic three-letter logo with a different three-letter-logo (“PAL”) as part of its new collaboration with the London skatewear brand Palace.
The reimagined logo hoodie is one piece in a new ’90s-inspired collection with Palace that mixes and matches the collaborator’s branding across 55 pieces that include varsity jackets, oxford shirts, windbreakers, and socks. Some of the items swap out the “P” in Gap’s standard serif for Palace’s logo, while others render the Palace logo in Gap’s font or show the Palace mascot Jeremy Duck with a varsity-style letter G. The designers clearly had some fun with this project.
“We love collaborating with partners like Palace who are able to tap into our heritage and reinvent our product icons in a way that is true to their brand DNA,” Gap President and CEO Mark Breitbard said in a statement announcing the collection. “Palace is playing by their own rules and we are inspired by their craft. This partnership reflects style and skate culture of the moment, and we are excited for customers to experience this unique expression of Gap.”
In addition to apparel, the collection includes a skateboard and sticker pack. It’s also Palace’s first time designing for kids. The collab-happy Palace partnered last year with the likes of Ugg, Kappa, Barbour, McDonald’s, and others. For founder Lev Tanju, the Gap collaboration is special since he grew up skating in Gap clothes.
“Gap is so cool to us: clean, preppy, and all about the good American things like everyone being welcome,” Tanju said in a statement. “Gap put out so much iconic content in the era before it was called content and it’s been a real privilege for us to play in that space with them.”
The collection will be released on March 22 online and select Gap and Palace store locations.
Recognize your brand’s excellence by applying to this year’s Brands That Matter Awards before the final deadline, June 7.
Sign up for Brands That Matter notifications here.
