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Trying to Fix What's Not Broken: What's Up With the New Gap Logo?

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If you live on Earth, you're probably familiar with the old Gap logo, left. But check out the new Gap logo, right, which was just unveiled today. WTF, right? Around the blogosphere, opinion doesn't seem to be much divided at all—everyone pretty much thinks the new logo sucks.

"The old navy box with white serif font has been replaced with a Helvetica typeface and mini navy box which sits in the top right corner of the logo," says Sitepoint. "To say the logo is a little bland may be understating things. The navy square looks like it was thrown on at the last minute, possibly to keep some kind of connection to the old logo? It appears to be a major step backwards."

"Now, the logo feels in that in-between space that's too modern to be nostalgic and too clunky to be sophisticated," says Refinery29.

What we want to know is: Why on Earth did Gap decide to redesign their logo now? And who on earth was the focus group for this new incarnation? What do you think?
· Mind the Gap: new logo goes down like a lead balloon [Sitepoint]
· We really mind the Gap's new logo [Refinery29]