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After a week of insisting that replacing its old logo with something more modern was indeed a good move, the Gap has swallowed a corporate-sized pill and decided to stick with its old logo.
Marka Hansen, president of Gap North America, took some time out of her busy, brand-ruining schedule to explain why her company decided to change its logo on Monday. Or at least that’s what she said she was going to do in a message written for The Huffington Post. Instead, she was mostly very coy and told us what we already suspected: The Gap is an old brand, and because of that she thought it needed a facelift.
Yesterday, The Gap revealed a new logo on its website, and the Internet went nuts over how terrifyingly bad it is. But now, you have the opportunity to tell the company what its new logo should look like. And we’re hoping you’ll ask them to keep the old one.
Gap changed its logo today without fanfare or even so much as a press release. It just kind of showed up on their website, no method of warning considered. The new logo, a cold and unfeeling blue square crushed underneath the cruel weight of bold, black Helvetica, makes the company look more like it’s about to release a new word processor than a footwear collaboration with Pierre Hardy. Our questions about this abound, but we’ll start with this one: What the hell are they thinking?