A GAP in thinking if you ask me. The Groupon grasp at straws, the PR move of SBA/Obama job training, the Foursquare discount at checkin, their AWFUL GAP 1969 in Soho store that looks like a converted old Walgreens from the 60’s. This is a brand struggling to be relevant. If anything the blue square looks like "we’re putting our history behind us" but for what?

Bob, 
Thank you for your thoughts. We will be adding more details when we write up our full article.  
 
Bob is an expert in the retail arena so it is good to hear his thoughts, but we are looking to hear from more of you on GAP's new logo. What are your thoughts?

I like them both. Not sure what the new one does for them. While I'm not in their demographic I could spot their logo a mile away and know the store. Doubt I can do that with the new one. While they have had some business issues don't you think maintaining the logo keeps their identity? Changing the logo does not change anything else other than give sign guys a big boost.

Without doing much reading on this branding change, I have to ask what prompted this change. I agree with the earlier comment that I'd recognize the albeit boring square logo anywhere. New logo looks like one for a software company.

No sir, I don't like it.

Looks like GAP is ready to start doing some "outside the box" thinking. Just have to wait and see.

Thanks for the feedback Chuck. Yes you are right that maintaining their logo keeps their identity. Let's say for example you are driving down past a strip mall. There is a good chance it will take months or years to rebuild the brand recognition they have already established. So if you were in their target market, you might completely miss a new store in your area. This sounds like a lot of missed opportunity since you have to re-educate people/customers on your brand. 
 
Heidi, I agree that the new logo does look similar to a software company. That being said, does this water down the brand they spent so much time and money to build? What do you think? 
 
Thanks for the input Matt. I am not sure I like it either. 
 
Rick they certainly are doing some out of the box thinking. I just wonder if it is for the best. I am thinking the cash they have on hand might be going out of the box as well. Could this be similar to "new" coke of the 80's?

I see that due to overwhelming public disapproval of the new logo, that they switched back to the traditional logo. 
 
BTW, I didn't like the new logo either.

Jason, thanks for the heads up. It seems they did change their website back to the original logo. Wow, is this logo gone for good? Was this a test to see what people would say? I'm sure it stirred up some buzz about GAP so they probably got a ton of traffic to their site, but was it good or bad traffic? Did anyone buy when they saw the changes? 
Hmmmm. This is interesting. If the new logo is gone how much was wasted with this trial logo? A bundle, I bet.