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  1. ben / Oct 8 2010 12:27 pm

    I definitely understand the harsh critique, but upon doing some reading and research myself, GAP understood that it was losing market share, losing relevancy, and losing youth.

    While a Helvetica-standard-bearer, the logo is inoffensive, simple and forward-leaning, at least compared to their old mark. The ’90s “GAP” in tall white letters didn’t age as expected. Instead of looking timeless, it looked…..’90s. Someone I was talking to mentioned that the old logo made them think of Saved By the Bell. Not a great attribute.

    So, while it’s not groundbreaking, the new logo is at least trying to neutralize feelings, perhaps blending in, but no longer standing out for looking dated.

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