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101 Caledonia Street  
Sausalito, CA 94965

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We create brands that help organizations express their most ownable truths—from why they exist and what they stand for, to how they look, sound, and feel.

Tolleson | A Brand Studio

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The Gap

Featured

We updated the Gap logotype and developed a comprehensive brand identity system to unify global retail, digital, and packaging experiences — improving functionality while honoring the brand’s heritage.

Identity Refinement for the Gap | Tolleson

The Gap is an enduring American brand — recognizable, trusted, and deeply embedded in culture. Our role was not to redefine it, but to refine it. We evolved the logotype with careful restraint, addressing functional limitations across signage, print, digital, and apparel while preserving the brand’s equity and familiarity.

Beyond the mark, we developed a comprehensive identity system to ensure cohesion across global touchpoints. From storefronts to labels, packaging to online, the work established greater consistency and flexibility — creating a unified framework capable of managing the complexity of a worldwide retail brand while respecting its legacy.

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Joby Aviation

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Identity Refinement for the Gap | Tolleson

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Featured

Repecting a Classic

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Project Information

Project

Logo & Identity

Logo Refinement

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