http://www.refinery29.com/we-really-mind-the-gaps-new-logo.php
I found this article about GAP clothing store and their logo redesign.
I don’t shop at GAP but I do understand the issues that this article present with the redesign. GAP is all about comfortable, long lasting clothing, and not the latest, cutting edge fashion. There simple logo of a blue square and plain white block writing represented their brand so well. No frills but gets the job done.
The new logo is trying to be modern but, quite honestly doesn’t do it right!
I think GAP should keep their old logo and just change the font of the white writing. That says to the consumer “we’re still the same brand we’ve always been but also keeping up with the times”