Oct 08 2010

The new Gap logo!

Published by at 3:13 am under I Don't Get It,Why?!?

The new Gap logo sucks

Let’s play a game! It’s called “See if you can spot the new Gap logo.” Don’t get cocky and think it’s going to be easy, the team that did the redesign used a computer. Yeah, a computer to make a logo, can you even believe that? I did some research on AOL and I’m pretty sure they used a program called “Excel” by a computer software company called “Microsoft.” Whatever they used, the results are incredible!!!


the new gap logo sucks

Terrible new gap logo. The new Gap logo sucks.

The new Gap logo

The new Gap logo sucks. Bad logo.

The Bad new Gap logo. Gap logo sucks!

The new Gap logo sucks

The bad new Gap logo. new Gap logo sucks.

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26 comments so far

26 comments to “The new Gap logo!”

  1. Ericaon 08 Oct 2010 at 4:23 am

    Oh shit…I can feel my shotgun getting cocked…both barrells…*chug-chug*….WHAT THE MOTHER FUCKING FUCK FUCKING FUCK WERE THEY THINKING? Helvetica??? HELVETICA???????????? OK, it could have been Comic Sans but then my head would have already exploded so my headless body would be typing this now. And still my headless, dying body could come up with something better!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

    Let’s all share our take on the new Gap Logo. Here’s mine:


  2. kenon 08 Oct 2010 at 6:35 am

    At least it wasn’t Papyrus…

    Weird, I just finished reading about this logo change on Yahoo and thought, “Hmmmm, I wonder what Listy wrote about today?” And there you go. Odd synchronicity.

  3. kenon 08 Oct 2010 at 6:36 am

    Hell, why not go back to the old 70’s loopy logo? That’s 10X better than this one.

  4. Jeffon 08 Oct 2010 at 6:46 am

    Wow – you got me.

    Guess that’s what a logo designed by committee looks like.

  5. saraon 08 Oct 2010 at 7:41 am

    what can we add that will spice this up?? Well if the history of design has taught me anything it would be A FUCKING BLUE BOX!

    My brief rant on Comic Sans:
    I recently took over a position that a former “I hate mondays but I love kitties!!” kind of lady left. I was using her old templates for faxes ect but I had to change all the damn fonts from Comic Sans (I personaly like Sylfaen) One of my contacts actualy thanked me and said he no longer wanted to “punch the faxes” ……they also used to included smiley faces to represent whatever upcomming holiday was upon us.

  6. Peteon 08 Oct 2010 at 7:48 am

    I’m sorry it’s not the wolf with the dreamcatcher.

  7. You Just Made My List!on 08 Oct 2010 at 8:13 am

    Erica – Yeah, untouched Helvetica! Awesome logo concepts but I don’t think Gap is ready for marble! Slow down fancy pants!!!

    Ken – The 70s logo was awesome and so were the giant jeans pocket dressing rooms.

    I almost didn’t write about the new Gap logo because my gut is that they are tricking us and trying to generate tons of press when they decide to go back to the old logo. Think “New Coke.” I refuse to believe a company like Gap could actually stand behind this logo, it’s simply impossible.

    Sara – Funny.

    Pete – I should really be submitting these ideas to Gap, I think they will be looking for a new design soon.

  8. Miss Kittyon 08 Oct 2010 at 8:22 am

    It’s the wolf version… no one uses Helvetica anymore.

  9. sheon 08 Oct 2010 at 9:01 am

    it reminds me of one of those powerpoint standard templates.
    i’m betting they couldn’t afford to hire a designer, so they just had some admin work something up in powerpoint.
    however, then it’d probably be arial instead of helvetica.
    i hate everyting. i’m going out to buy a dreamcatcher now.

  10. saraon 08 Oct 2010 at 10:08 am

    I can’t tell the difference between arial and helvetica. I was actualy just looking at two of the same sentences next to eachother. Microsoft is wasting font space.

    It should be in wingdings its white hand pointing down, black hand pointing right and a check mark. I believe that sums up gaps essence.

  11. laura marieon 08 Oct 2010 at 10:42 am

    this post warms my heart with lots of special feelings.

    Is it sick if we count ourselves lucky that they didn’t add a literal gap between the letters?

  12. Ericaon 08 Oct 2010 at 11:16 am

    Sara – an easy way to spot the difference between stupid Helvetica and Arial is to look at a “G”…but also look at the fact that the standard MS Office suite does not even include this fucked out typeface.

    Next will be Comic Sans…
    Then Papyrus…
    Then Harlow…
    Finally stupid, lame Playbill.

    As for windings, I work with someone who uses that for all their emails. Leaving me left to convert every damn email to another font so I can read it. The world has gone mad.

  13. SanFranon 08 Oct 2010 at 11:19 am

    as with any major corporate logo (re)design, it’s the fucking budget assigned that really gets my goat.

    Who knows what this one cost, but I’m thinking six digits, with a comma in the middle and no visible decimal point.

    Some fucknut(s) are laughing their way to the bank.

    Oh, and Erica: Nice logo concepts. I would probably go with the vanishing point searchlight-inspired one. Where can I send your 100,000 dollars?

  14. Hughon 08 Oct 2010 at 11:20 am

    Wow- that’s just pathetic. The sum total of effort is the diagonal gradient inside that stupid blue box. I can picture the board of directors meeting where one of them proposes the need for a fresh new logo, budgetary concerns are raised, it being a recession and all, and one of them volunteers the job to a nephew or niece.

    Not to nitpick or anything (and not that it makes any difference) but is there a little foot on the ‘a’? That serif-like foot might not exist in a pure Helvetica ‘a’. I will have to check my trusty Font Resource Guide when I get home this evening.

    So far I’m liking the Wingdings idea as proposed by Sara. It’d sure beat this crappy-ass design.

  15. […] This post was mentioned on Twitter by benhampton, stephen erickson. stephen erickson said: Let's play a game. Find the new GAP logo. http://www.youjustmademylist.com/?p=5343 You'll never guess. […]

  16. Jayon 08 Oct 2010 at 3:05 pm

    The drop shadow on the last one rocks my world, well done, Listy.

  17. ffafon 08 Oct 2010 at 3:09 pm

    Oh Listy strikes again. That wolf logo is the best logo for any company, ever.

  18. You Just Made My List!on 08 Oct 2010 at 11:20 pm

    Oh… here’s how they came up with the new logo

  19. T.J.on 09 Oct 2010 at 12:30 am

    It looks like a logo for a computer company!

  20. Ericaon 09 Oct 2010 at 3:18 am

    SanFran – yes, the amount of money these idiots gave to this horrific design firm is truly scary. They should be forced to donate that same sum to homeless shelters across America as these poor shmucks will end up having to wear massive sweatshirts with that fucking awful logo on them!

  21. Ericaon 09 Oct 2010 at 3:59 am

    Oh and Ken…just for you…the logo in Papyrus:


  22. kenon 09 Oct 2010 at 2:34 pm

    Thanks, Erica!!

  23. kenon 09 Oct 2010 at 2:37 pm

    Ubiquitous as Papyrus may be, I’m seeing Handwriting/Dakota quite a bit lately. Even my phone has a Handwriting/Dakota option.

  24. Sarah in Minneapolis; a tributeon 11 Oct 2010 at 8:22 pm

    You will be happy to know that thanks to reactions like yours they will no longer be using that terrible “design” and are sticking with their current logo.

  25. You Just Made My List!on 11 Oct 2010 at 10:59 pm

    Sarah – It’s all me. I did it all on my own and I am great.

  26. Ericaon 13 Oct 2010 at 1:57 am

    Shouldn’t your post for tomorrow be “The Old Gap Logo!” We need a circular argument going now… 🙂