New GAP logo (Yikes!)

Gap Logo
GAP recently decided to rebrand their company and introduced us all to a new identity. While I understand large corporations sometimes need to undergo a new look, I don’t understand when it’s for the worse. I think the new logo speaks clearly for itself but not in a good way. The original logo was such a recognizable icon I don’t know why they changed it so drastically. Having GAP spelled out with Helvetica doesn’t mean it’s going to automatically look ‘cool’. And what’s with the blue gradient box behind it? Unless they are turning into a stock or financial company the box is really unnecessary, especially the gradient. I thought the Tropicana new look was bad but after seeing GAP’s new identity, I think we have a new all-time low.