However for some reason Gap have decided to toss away this semi-iconic logo and replaced it with something that looks like it took 5 minutes and has little thought behind it.  In the logo, (left,) the biggest change is the decision to replace the uppercase GAP with a generic looking  Helvetica Gap , the designers, Laird & Partners, decided to retain a shrunken version of blue box but place it behind the text with a subtle gradient.

I know I’m jumping the gun a bit with this but already I think it is a massive downgrade for a company who have been in mediocrity and obscurity for years now.  One bonus of the new logo is that the web is awash with talk of Gap, unfortunately, the majority of comments are negative; the logo has also spawned its own mocking Twitter account. The last time a logo redesign got a reaction like this was when the London 2012 Olympics logo was released by Wolf Olins .

Some selected comments from around the web include:

• "It’s fitting that their logo now sucks just as much as their clothes."

• "This is simply awfuls is simply awful."

• This is Bad and embarrassing.

• Is it a late april fool?
  
  Only time will tell how successful the rebrand will be for Gap and whether the new look will improve their fortunes and brand image.  We will not truly be able to judge the rebrand until the full execution across its store fronts, bags, and its promotional and advertising media is revealed, but for the time being my opinion is that the new identity does more damage than good to the brand

 

Below is my interpretation of how a possible new logo could/should look, maintaining the iconic box with lowercase text.

UPDATE:  It now appears that GAP are going to be doing a bit of crowd sourcing and are inviting ideas after the initial backlash from the online community:

“Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.”

 

The above quote was posted on GAP’s facebook page which also seems to be the only way the company are speaking about the new logo:

 

 

For more comments and opinions i can recommend  Under Cosiderations' Brand New &   Mat Dolphins - Bridging the Gap

 

 

Image taken: from http://www.underconsideration.com/brandnew