Don’t Mind the Gap, or the Square

Established in 1969 in San Francisco, Gap is one of the most popular American clothing brands — net sales of $3.8 billion in 2009 can attest to it. With 1,140 stores in the U.S. and almost 300 more abroad, Gap pushes simple and unfuzzy clothing at very reasonable prices and of very reasonable quality. Through their advertising they have established a cool, breezy, and sophisticated brand visual language that ties everything together nicely and, until now, their logo was the perfect little bow to keep it all together. Without any fanfare, Gap rolled out a new logo yesterday. When I first saw it I thought it would just be a seasonal change, but now there is little doubt it’s a new logo: the file on their website is called newlogo.png. In context with other Gap Inc. brands. Like i