I wanted the outcome of the design to be simple where it would show different variations and styles of jeans from both men and women’s sections of the brand.
The different colours and styles of the jeans are influenced by their existing and previous denim jeans that Gap stock. To make the design appear more realistic and relaxed, the illustrations of the jeans are presented in natural positions such as cross-legged or folded up as they would be in it’s natural setting whilst at home or in store.
As I didn’t want to over-complicate the design, I have chosen to use 4 different jeans style positions and repeat the designs but so that it shows differentiation, the colours and the styles have been changed so they do not look the same.
Once I finished adding colour to the jeans from the images, I experimented with different layouts and patterns to see which would be the most suitable.
I tried different placements such as making the design fill the whole square and try different rotations but Irealised if there was a repeating pattern on a t-shirt,the cut-off of the design may look odd.
I settled on the layout of one style of each design as it looks much cleaner and it allowed room for addition- al information which it celebrates year of when Gap was founded.
For the typeface, I researched into Gap’s existing posters and their logo typeface. While I couldn’t
find the original Gap typeface, the closest was Spire. Although it may be easier to guess the brand of thet-shirt from it having the Spire logo, the type itself made the whole design seem old and it doesn’t match alongside the illustration design. The combination of the two looks odd.
From their many poster and advertisements, Gap uses Helvetica Bold for their headings. Helvetica is a neutral typeface as a popular choice to use with alongside many typefaces and designs. Helvetica Bold worked much better alongside the illustration designthan Spire did as it makes the design appear modernand contemporary which I had in mind.
With most brands, Gap has a signature colour which is a navy blue. I tried the type in their blue and with black. The difference is subtle as the blue is quite dark itself but I was leaning towards the type in black.
I asked a few people on their opinions on which one looked better and though they knew it was for the Gap competition, they preferred the black as all the jeans have a black outline so the black typeface would look consistent to the design.
The final design I had chosen was the design with the black typeface as I do agree that it looks more consistent with the design. The layout of the design is placed centrally so that it looks clean and orderly.
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