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Laird+Partners Are the Culprits Behind the New Hated Gap Logo

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Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

The universally maligned new Gap Logo was designed by Laird+Partners, a New York-based creative agency that also works with clients including Juicy Couture, L.A.M.B., Calvin Klein Fragrances, DeBeers, and the CFDA—certainly not a client roster to sneeze at. Its website states that the agency offers its clients the "highest level of visual sophistication." So, what happened?
· Laird & Partners [Official Site]
· Bridging the Gap [Mat Dolphin]