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On the New (Terrible) Gap Logo: "It Honors Our Heritage Through the Blue Box," Sez the President of The Gap.

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 Make a Gap logo of your very own <a href="">here</a>!
Make a Gap logo of your very own here!

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Last night, Marka Hansen, the President of Gap North America, took to the HuffPo podium to address the issue of the new terrible Gap logo—and she lent pretty much zero insight into the situation.

First, she says that the company unveiled a new logo this week—okay, yes, we know, that's why we're all here—and then she tries to explain away its oddball aesthetic:

You've seen this evolution through many of our products, such as the 1969 premium denim and the new black pants, and more modern stores in many locations.

The natural step for us on this journey is to see how our logo—one that we've had for more than 20 years—should evolve. Our brand and our clothes are changing and rethinking our logo is part of aligning with that.

We want our customers to take notice of Gap and see what it stands for today.

What's that, exactly? Bad design? Hansen then takes the reader on a walk-through of the logo design—except there doesn't seem to be much to say. "We chose this design as it's more contemporary and current," Hansen writes. "It honors our heritage through the blue box while still taking it forward."

Really? Was this just some misguided move to tap into the heritage of an American company?
· Marka Hansen: The Gap's New Logo [HuffPost]
· What's up with the new Gap logo? [Racked]
· Backpedalling: The Gap was just kidding about that new logo [Racked]