The Gap redesign

Here is another recent poor effort at a redesign I have found.
It's for the GAP which is involved in apparel.
I wonder how much a design firm was paid for this?
This new logo seems to have no meaning.

They definitely needed a redesign though but I don't think this was the best road to go down.

Like to hear everybody else's thoughts.

you are right! the new one is disaster.

dont like the new one. the old one is a classic!

It's puzzling to me why a well established company like the Gap would want to change its logo. The old one is very recognizable!

I think the old one had class and style. This new one is mediocre at best.

The new one doesnt even give the feel of a clothing brand. Its basically like some student saying what is hip for a logo, ok best font out there is Helvectica. Just learns DTP that all caps are not that good to read in a text, so make it only to cap the first letter. Then need to have show the square but different, ah maybe the square floats away. Yeah need some gradients to be a web2.0 so add a bit of gradients to the square.

Totally dont see any good in the new logo. Also looks like some kind of chemical company then clothing.

For me, the old logo is more elegant than the new one but they brought it back and scraps the new one. So, the old logo is their new logo?

BBC News - Gap scraps new logo after online outcry

the irony! how can a major fashion brand not know what is good for them! who vouched for that decision? the board of directors? fools.

The new logo is too simplistic. It doesn't say to me that it a clothing company logo. I guess the artist that created it is a first time user of Illustrator. If you think this logo is bad, check out the new Mtv logo. A multi-million dollar company too cheap to hire someone to design a new logo for them.

I read somewhere that this logo is a marketing tool. This wasn't intended to replace their real logo (for now), just a way to attract attention (even if it was bad publicity). Gap first put this up on their website and on facebook. Then when people finally started noticing the change, people voiced their opinion. I wouldn't be surprised if Gap started a contest that involved the people asking them to design a better logo. Ultimately, Gap would get a free logo (if they already don't have a secondary one already designed), plus get the publicity. Gap, being such a large company, would have trouble rebranding themselves since their logo is already a household icon. But doing it that way is a win win for them. I don't know, that's just my two cents.

I like the old one better the new one is not a good fit for gap appeal.

the irony! how can a major fashion brand not know what is good for them! who vouched for that decision?...

Ignoring the army of creatives GAP employs, I'd imagine this could happen if the decision was made by one high-level marketing exec and a staff of yes men.

Laird & Partners creates tasteful fashion & lifestyle ads for the GAP. Maybe GAP should have hired an agency that specializes in identity design, or the ad agency should have contracted specialists.

The story made NBC Nightly News last week, so at least it created some interesting PR.

My first thought was a publicity stunt. I dunno why, but I can't see anyone saying "I like this one better!"

So, with that being said, was it dumb?

It drew attention

It maid the social media platform look important

And millions probably flocked to GAP to get the last of what they thought was the old brand.

I don't know, it's just how I view things. There is no other sense in this other than what I describe above.