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California Gives Gap $30 Million Tax Break, Gap Gives World Crappy New Logo

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Image mash-up by Lisa Brenner / LAist

So long white serif, hello black Helvetica? New Gap logo, you have a lot of 'splainin to do.

American clothing and accessories retailer, Gap, debuted a new logo on their website this week and, well, people lost their damn minds. In the corner of the new logo a blue gradient square serves as a nod to the former branding, probably. Sadly the look is uninspired -- neither a sharp, classic re-imagining or a wild new experiment. Is this what our $30 million paid for?

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Perhaps Gap's logo malfunction is simply a style misstep, or maybe it's a full blown identity crisis brought on by the pressure to appeal to the American Apparel-ers? I think a side-by-side road test of each of their basics is in order. Wait, does the Gap sell satin jackets and leg warmers?

Of course a faux Gap Logo Twitter account has already been set up to fire back in defense of itself. Everyone's a comedian.

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