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" On Wednesday, Gap revealed its redesigned logo\u2014swapping its iconic white serif type on navy blue background (left) for a black Helvetica font with a small blue square at the right-hand corner (right). &amp;quot;We chose this design as it&amp;#039;s more contemporary and current. It honors our heritage through the blue box while still taking it forward,&amp;quot; CEO Marka Hansen writes in an op-ed for the Huffington Post. But, unfortunately, the update hasn&amp;#039;t been well-received\u2014by long-time customers and the design world alike. On Gap&amp;#039;s Facebook page, though there are more than 400 &amp;quot;likes&amp;quot; behind the announcement, the comments read overwhelmingly negative.&amp;quot;I am a long-time customer of Gap and a marketing professional. I love the timeless, classic designs that have made your brand great and your old logo completely conveys this image,&amp;quot; one FB fan wrote. But the aesthetic of the logo has also displeased, some saying it looks like a $17 piece of Microsoft Office Clip Art. Armin Vit of Brand New says, &amp;quot;I hate Helvetica in logos\u2014it has the unique ability to make anything look pedestrian and, in this particular case, it makes Old Navy, Gap&amp;#039;s low-end retail sister, look like a luxury brand by comparison.&amp;quot; Eek. Interestingly, the backlash has caused Gap executives to sway, too. Hansen also added in her op-ed that they were open to change, and that all were encouraged to &amp;quot;share their designs with us as well. We welcome the participation we&amp;#039;ve seen so far.&amp;quot; I think a logo overhaul has the ability to do wonders for a brand; it&amp;#039;s so refreshing, energizing! But it doesn&amp;#039;t always work\u2014remember Tropicana? And, unfortunately, I don&amp;#039;t think Gap&amp;#039;s redesign hit the mark; it looks incomplete and is making some customers feel incomplete, too. But, it&amp;#039;s only fair to note: No matter how great a redesign, there are always going to be the occassional few who react negatively. If I&amp;#039;ve learned one thing at WomansDay.com, it&amp;#039;s that people do not like change. The minute we redesign a channel page, our users are up in arms. To minimize a bad reaction, we&amp;#039;ve learned we must forge ahead gently and with respect to our loyal readers. That&amp;#039;s where Gap went wrong. What do you think? - Brynn Mannino, Assistant Editor "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.womansday.com/style/fashion/news/a45883/nobody-is-falling-into-the-new-gap-logo-1715/>