don't mind the gap {or the square}

It seems like the Gap is trying to catch up with the {hip} times by rebranding themselves with a new logo... using Helvetica.

Don't get me wrong... I love Helvetica. But Gap has been around for a long time, and their rebranding is a big step in the wrong direction. What once was a classic, simple and clean logo has now been replaced with an overused typeface and a weird looking square gradient, that seems to be lingering in the corner without having a proper position.

So this leads me to ask a few questions...

Is this the beginning of Urban Gapfitters, or American Gapparel? Will this rebranding attract a younger crowd and will their models soon be appearing in ads as amature pornography?!?

We will just have to wait and see.

-g.

ps. You can follow the new Gap logo here!