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New Gap Logo

UPDATE: Gap has officially announced that it will drop the new logo.

After 20 years of branding itself into the American mainstream, Gap tried to change its logo earlier this week, with disastrous results.

The consensus of the general public seemed to be unanimous, the new logo (above) sucks. So far, the campaign seems to be about as successful as New Coke.

The new Gap logo is hellish little slice of Helvetica evil, that makes Old Navy, Gap’s low-end sister store, look like a luxury brand by comparison.

Already, there is a Gap Logo Twitter account, spouting off such wisdom as:

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“Do you really think the unwashed masses can come up with something better than ME? Peter Arnell is really rolling on the floor now.”

There is even a Crap Logo Generator, where you can save yourself thousands of dollars and create your own crap logo.

The Gap seems to now be aware of its epic logo fail and posted the following message on its official Facebook page:

Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.

In other words, “Our bad.”

So what do YOU think of the new Gap logo?

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