I’d like to reveal to the world my new logo:

Beautiful, right? No? Aw, man…

…But in all seriousness, It’s come to my attention that Gap clothing co. has redesigned their logo.

I’d just like to go on the record as saying it’s not so much the cliché use of Helvetica that bothers me. It’s that horrid blue box that does it. Seriously. It looks like some middle school kid from the ’90s did this. (Corner-to-corner gradient? Really? Ugh.) Aside from the box itself, the placement of it is not well thought out at all. Why is it there? It honestly looks like an afterthought. (There should never be afterthoughts in design. Because every aspect of a design needs the same care, attention, and development.)

I’m certain that the people who would be attracted to the new Gap logo are the kind of people that I wouldn’t want wearing my company’s clothes. (In their ignorance of aesthetics, they might end up doing one of these numbers, and that just makes the clothing look bad.)
I hope Gap changes their mind and drops their new logo designers like a bad habit.

If you’re feeling particularly masochistic, take a look at these Gap-ified beauties. It’s the gift that keeps on giving!