Are we just creatures of habit– resistant to change, or is the Gap rebrand a Tropicana-esque disaster? The new logo has been attributed to Laird & Partners, who seemingly specialize in print advertising, not so much identity. Without being a fly on the wall in the design process we can only speculate, never the less the new logo doesn’t quite hit the mark for many reasons. The ubiquity of Helvetica and the awkwardly positioned gradated square date the brand and rob it of any personality and association with quality or luxury. The shift in identity for this classic American brand has garnered a substantial buzz with overtones of disappointment and loathing.

If you are the type to research a little further before judging here are some additional posts from the design community:
1 // www.underconsideration.com
2 // www.matdolphin.com

Are we being too quick to judge or is the backlash warranted? Does Gap need to command+z the redo?

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