Gap's New Logo Looks Ridiculously Cheap

This is an improvement?
By Kate Seamons,  Newser Staff
Posted Oct 8, 2010 12:57 PM CDT
Gap's New Logo Looks Ridiculously Cheap
Gap's new logo, in all its glory.   (

The Gap rolled out a new logo this week with little fanfare. Unfortunately for the retailer, the response hasn't been so quiet. The biggest complaints seem to revolve around the use of Helvetica (yes, that hated font) lettering, and the decision to shrink the big navy box that used to comprise its logo to a random blue square. Some spirited bashing:

  • There is absolutely nothing remarkable about Helvetica, but it does have a remarkable effect, writes Armin for Brand New: "It makes Old Navy, Gap’s low-end retail sister, look like a luxury brand by comparison."

  • Abe Sauer echoes the low-end sentiment on Brand Channel, saying the logo "looks like it cost $17 from an old Microsoft Word clipart gallery." But perhaps it's the perfect choice for the brand. "It communicates exactly the values currently embodied by Gap: A sense of being lost and a lack of clear vision and creativity."
  • As for the complaints that it looks like a child designed the logo, Laura Northrup snarks on Consumerist, "Don't be ridiculous. No, today's children have much more talent and design savvy than that."
And the logo debacle gets even more bizarre. Gap responded on Facebook ... weirdly ... and has tried to brush the whole thing off, saying the plan was to limit its release.
(Read more Gap stories.)

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