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As an early 90s college graduate with no other options (remember the first Bush recession?) I took a job as an assistant manager at a Gap in Atlanta. The whole company story “Haight-Ashbury, record store that sold jeans, generation gap” thing was drilled into us. I hated that job, and I still kinda hate the Gap, but jesus…there is so much stuff to draw on there, rather than come up with a “what’s the definition of boring?” logo. It’s like they didn’t even try.
That little blue square may look boring, but let one melt under your tongue and you’ll see.
Nofo @ 28…i love you.
@51, I remember when the Gap sold only Levi’s jeans, and didn’t even make their own.
@28 is right on.
“Fall in-to the Gap/deedle-e-dee”
@28 wins! But @28 hasn’t had enough love yet. More love for @28! More!
i think i “get it” and strangely this makes me feel like a total loser. i’m so embarrassed. OK. the blue square is a SCREEN – like it’s a phone. See? the gap has it’s own little phone in its ear and that makes it very *now*. it’s listening to you. oh god i’m gonna go crawl on a hole. don’t hate me.
It’s stupid. But nothing is worse than the new Pepsi logo.
It’s not Arial, it’s not Helvetica, and it just looks like some really shitty grotesque knockoff that came on one of those “1000 fonts for $9.00” type CD’s.
It looks like somebody didn’t even have Illustrator or Photoshop on their computer, so they knocked this out in Microsoft Powerpoint.
Just sad is all. Just sad.
Nice #28
I agree with those who say it looks like a 1990’s tech company.
@60 It is, indeed, Helvetica.
If only someone had a microphone in that board room. This is what they would have heard: http://www.kittellian.com/2010/10/new-ga…
As a designer. I’d like to take you behind the scenes on what might have unfolded in the Gap boardroom: http://www.kittellian.com/2010/10/new-ga…
They should put a tooth on each side of the word and delete the square.
Boring just like the Gap’s clothing!
It looks like something an intern at Microsoft put together for the first slide in a Powerpoint presentation for a .NET conference.
@58: Are you an art history major? Because your uncanny ability to make up shit is *awesome.*
I mean that in a nice way, as I am a certified shit-make-upper. *wave*
@69 thanks, sigh. ya make shit up and it’s just shit till somebody ‘preciates it. then you feel all happy inside. *wave* right back.
The new redesigned downtown storefront looks really good, but the new (and old) logo sucks.
Gap… of understanding. Seriously. I don’t get it. Maybe that’s the point?
What the hell is that?? Ew.
I’m really curious to know who designed this logo. I kindda feel bad for that person/company now.. (or should i?) The logo is bad. Period. No question about that. The question is: how was that designer(/company) able to convince Gap’s executives that THAT was THE logo? How?
I’m really curious to know who designed this logo. I kindda feel bad for that person/company now.. (or should i?) The logo is bad. Period. No question about that. The question is: how was that designer(/company) able to convince Gap’s executives that THAT was THE logo? How?