New Gap Logo is a Box of Fail

by Viceroy of Vomit on October 5, 2010

There’s rebranding in a cool, fun, contemporary way.

And then there’s whatever the fuck Gap just did.

Old Gap logo:
old gap logo

New Gap Logo:
new gap logo

Quickfire jokes from the officemates:

  • Isn’t that an old IBM logo?
  • “Trying to put a square peg in a round hole.”
  • What the fuck is that square doing?
  • Sweet gradient.
  • Did someone lose a blue gradiated rectangle?
  • Design-style: Powerpoint.

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CONTEST!!! $50 iTunes giftcard contest for the best caption. Check the comments for details.

Update: Contest deadline has passed. Cheers and thanks all!

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More Gap logo linky goodness:

More hilariously barfy logos:

Update: VICTORY!! Good job barfers.

URL  

Categories: Favorite Bad Logos, Stores

{ 354 comments… read them below or add one }

Viceroy of Vomit October 5, 2010

Contest time! $50 iTunes giftcard for the funniest caption on the new Gap Logo by Friday, October 8 2010, 5pm Central Time. Use an email address that we can actually reach you at. You can submit as many jokes as you want, but quality is definitely going to be better than quantity. Good luck!

Update: 2nd Prize (or two) In a Beauty Contest: $10. We’ll pick a runner-up or two to get $10 giftcards as well.

Reply

Maria October 5, 2010

Gap: That shrinking square is a metaphor for our shrinking sales.

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CAS October 5, 2010

Gap – hanging on to Windows like it’s 1995.

http://imgur.com/GSZWD

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DJ October 6, 2010

Gap is an equal opportunity employer and this proves that they filled their quota for the blind in the Design department.

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Sam October 6, 2010

GAP: It’s hip to be square.

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Cody October 6, 2010

You beat me to it!

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K October 12, 2010

Yeah…and you’re still on unemployment…..

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Richeh October 6, 2010

Gap: our logo hot-washes worse than the jeans.

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Jack October 6, 2010

Gap: Failing to think outside the box since 1969

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KG October 12, 2010

Gap: When you can’t think of anything else…just throw in a square.

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Marie October 6, 2010

Gap: Crap squared.

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Richeh October 6, 2010

Gap: Now we look just like everyone else. So will you.

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Vincent Ammirato October 6, 2010

Helvetica: it was working for American Apparel.

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justin lake whedon October 8, 2010

LOVE IT!!!

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Jaimie March 3, 2011

haha. best. comment. ever.

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jenn October 6, 2010

GAP: Fading into obscurity.

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CD October 6, 2010

Gap’s new branding inspiration: PowerPoint ’97

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McKludge October 6, 2010

gap very funny.

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Arts October 7, 2010

haha.. good one.

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Kosmick October 6, 2010

ga(s)p!

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MK October 6, 2010

GAP brand managers place a moratorium this week ending more than 20 years of caps lock friday.

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suz October 8, 2010

“oh so that’s what that does? i thought it was a way to keep my hat on without a scrunchie”

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Bryce Williamson October 6, 2010

Gap: Resistance is blue tile.

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Susan Honeycutt October 8, 2010

WINNER!!!!!!!!!!!!!!!!!!!!!!

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Lisa October 7, 2010

Gap: Admit it, you’re boringly corporate too.

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RYan October 7, 2010

What Separates our clothes from good design? Gap.

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Glenn October 7, 2010

Did you see their new website- http://www.geocities.com/gap

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Chris October 7, 2010

GAP- it looks great on you, just cinch it!
http://www.hulu.com/watch/3525/saturday-night-live-the-gap

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ew October 7, 2010

Circle gets the square.

Gap: you know, that thing between our logo and design.

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Heathmun October 7, 2010

“we just merged with AGFA and all we got was this lousy logo”

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Karyn October 7, 2010

Gap:
No, we’re not a semiconductor company, we make clothes. Really.

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LAL October 8, 2010

Gap: Get a life!

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MinMin October 8, 2010

Gap – Or how we just paid 13 million dollars for a square.

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candyphoto7 October 12, 2010

Uhmmm… yeah… agreed…
they could have paid my 7 year old daughter 1/2 that… and it would have looked better.

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Jack Raper October 8, 2010

“Who says I’m square!”

I’m also late.

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Cayce October 8, 2010

GAP: Better Than Mom Jeans
GAP: Good As Poop
GAP: Grade A Poop

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derek douglas October 8, 2010

GAP – we’re squarerer

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Michael October 8, 2010

Gap: Celebrating Generica!

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Michael Cronin October 8, 2010

Gap: Yeah, we fell into it.

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Noel October 8, 2010

Found in the trash can of the transit authority’s “watch the gap” campaign.

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Freestater October 8, 2010

A new motto to go with their new logo: Gap. Non-thinking out of the box.

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GAP Management October 8, 2010

We just had a 4% loss in sales and so we put what we think of our customers. “Go get squared!”

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Austin Wang October 8, 2010

The logo should be on Fail blog, and should consider as an Epic FAIL

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ben October 10, 2010

oh come on people!!! don’t you know what this is? you really think they’re going to change the logo to that? It’s all a marketing strategy, publicity!!!

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stevie October 12, 2010

agree 100%

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Cindy October 11, 2010

Gap. We’re somewhere between Crap and Rap.

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isamar October 12, 2010

GAP- trying to get a fresh look but Gays Ain’t Pleased.

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Jeremy Schultz October 5, 2010

The logo looks like subway signage, but that would be an insult to London’s “Mind the Gap.”

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thedesigngurl October 5, 2010

Re: What the fuck is that square doing?
I believe that’s exactly what it’s doing to that P.

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Alyssa October 5, 2010

I thought gradients had gone the way of AOL. Guess they’re back.

I think that P is trying to pull a Truman Show.

That’s going to make for some really awesome ironic t-shirts.

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Wren October 5, 2010

Wait. You thought gradients had gone away? Have you seen the internet?

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jake October 6, 2010

Love you.

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anna cf October 5, 2010

This logo should have “fallen into the gap”.
Yee gawds.

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ruby October 5, 2010

Vertical flip the angle on the bottom of the G and you get Crap.

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Britney October 5, 2010

Sweet new font. What is that? Arial? Ahh…arial bold. Touche.

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Wren October 5, 2010

@Britney
Ahhh the sweet smell of youth and pretension. Not Arial Bold… think more Swiss.

That’s right. American Apparel.

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Viceroy of Vomit October 5, 2010

Yup, American Apparel was one of our first thoughts as well. Not only did they throw out a classic logo, but now they’ve made their new one look more like a different clothing company that’s filing for bankruptcy and getting sued for sexual harassment left and right.

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Wren October 6, 2010

Well, American Apparel is changing their line to be 1980′s prep, maybe Gap just wanted to return the gesture?

It’s a very touching handshake between hipster and frat boy.

How’s that for a caption?

“When the frat boy touched the hipster there.”

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candyphoto7 October 12, 2010

brilliant! love it.

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The Big Barfer October 5, 2010

We’re all going through some hard times lately. Apparently Gap more than others.

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Jessica October 5, 2010

Wait…I’m confused. Is that actually Gap’s new logo?

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Viceroy of Vomit October 5, 2010

Sadly, yes. See for yourself: http://www.gap.com

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Earl of Hurl October 5, 2010

Hahahaha, this is MY favorite comment so far* – good design should always inspire incredulity.

*: Means NOTHING as far as winning goes. :)

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Viceroy of Vomit October 5, 2010

Winning will be determined by a three way roshambo between the Earl of Hurl, the Sovereign of Spew and myself over our favorite comment.

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Earl of Hurl October 5, 2010

Well, currently this comment is the horse I’m fighting for. That was too many metaphors.

Heathmun October 7, 2010

Wow, I thought their new logo was bad… their website looks like some cheap, discounter site – worse than overstock.com!

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Valentine October 5, 2010

What in the wide world of sports where they thinking? Oh wait they weren’t! Well if I didn’t have 10,000 reasons not to shop there .. now I have one more! Urk! That is terrible! Truly Terrible!

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wkunert October 5, 2010

Caption 1: Helvetica Annoy Ya

Caption 2: Nobody likes a linear gradient jammed in the P hole like that.

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John October 7, 2010

Caption 2 = gold

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The Big Barfer October 5, 2010

Gap Accountant: “Sir, I’ve been going over our marketing budget and it looks like we can really only afford to pay my 11 year old son to redesign a logo.”

Gap CEO: “Let’s do this thing!”

Gap Accountant: “Are you sure? He hasn’t moved on from using gradient blocks and Helvetica.”

Gap CEO: “Susan, if I never trusted you the world would never know denim culottes.”

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Josh Fleming October 5, 2010

“My 13 year old nephew is a whiz with MS Paint!”
-Gap Marketing Director

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Hanhula October 8, 2010

That’s offensive to 13 year olds.
My friend’s little sister (age 7) did something like this once…

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Josh Fleming October 5, 2010

@the big barfer you had me by mere moments, didn’t see yours until after I posted. Great minds…

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B to the BAD logo October 5, 2010

So the GAP isn’t even “clever” enough to use comic sans as their new font…

WTF is this world coming to – first the GAP loses all sense of style and self respect, then they go ahead and TOTALLY redeem themselves with this shitty logo.

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Misha October 7, 2010

comic sans :’)

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Sberlin October 5, 2010

All this logo is missing is a sweet lens flare.

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Stacy October 5, 2010

lens flare, always a classic.

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Molly@Postcards from a Peaceful Divorce October 5, 2010

I’m no designer but, please, gray with a little blue square? It’s boring without being classic like their last one. Can you imagine what the runners up looked like? I always wonder what goes through a company’s mind when they are making these kinds of decisions.

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Lisa October 5, 2010

Everyone wants to design the next Nike swoosh – so they are planning to soon drop the word and just have a little blue box!

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Mish October 5, 2010

Gap Execs: “We want a new, edgy logo but a little outside the box”
“OOooo, that looks great”

OR

“Sometimes people like ugly things”

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Eric October 5, 2010

“There’s a utilities company called Gap?”

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Logan October 5, 2010

It’s hip to p-square.

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Mark October 6, 2010

Best comment by far

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bryan October 8, 2010

definetly except theyre supposed to be funny gaps probably actually gonna steal that one

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Stacy October 5, 2010

Looks like GAP just discovered WORD art.

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ryan October 5, 2010

“In recent news, a 10 year old gets paid $12,000 for designing a logo in MS Word.”

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Bradleymon October 5, 2010

“I think our old logo sets an unrealistic expectation of quality. We need something really crappy and poorly put-together…a better representation of our products!”

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@AllenW528 October 5, 2010

The pitch that sold GAP’s new brand identity: finally, a logo that represents how cheap our clothing is.

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WhatTheChuck? October 5, 2010

Gap: Leading the dumb squares.

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Gareth October 5, 2010

its a clothing company, apparel – say it with me…. App ar el!
Holly crap how much did they charge for this abomination?
Now lets see them stitch a gradiated square onto labels!
…. oh shoot, thats right they make clothes! duhhh

The agency deserves the can – the guys that bought into the crap they were spinning need to upgrade to Windows 97

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Ben October 5, 2010

“Okay, we need to go after the nerd demo.”
“Well, what about a math joke?”
“Ooh, I’ve got an idea–what about ‘Gap Squared’?”

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Tommy P October 6, 2010

Those tricky marketing folks. They wrote their ‘r’ backwards and overlaid it on top of the ‘C’

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River.Red. October 6, 2010

I think a drop shadow could resolve the issue.

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Matt October 6, 2010

+1 vote

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designgal October 7, 2010

>LOL< +1 vote

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D minus zero October 7, 2010

+1 vote

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D minus zero October 7, 2010

Typed it myself!

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Shoshanna October 6, 2010

Its like its trying to run away from itself

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Karl October 6, 2010

GAP – an insult to designers!

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Neelesh October 6, 2010

Gap – thinking outside of the box (more like fell out of the box landing on their head and getting themselves confused with American Apparel)

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Gary R October 6, 2010

Fallout from the new logo:
Arial Bold is now in therapy and blue gradients around the world are under suicide watch. Gap was not available for comment, but an ex-employee claimed Microsoft Word was involved.

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Cindy October 11, 2010

Surely Microsoft 2010. It’s been tormenting people for months!

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SteveDC October 6, 2010

It looks like they picked up this logo at Old Navy.

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maryj October 7, 2010

WIN

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Carrie October 12, 2010

YES!!

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candyphoto7 October 12, 2010

And it was on clearance!!

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Joe Shepherd October 6, 2010

I love the fact that the logo has changed (not quite sure whether I don’t like it, apologies!) but they have the old logo as their favicon!

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brainygirlnyc October 6, 2010

Yeah, I noticed that too last night. Part of the whole “We don’t care” school of design.

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Earl of Hurl October 6, 2010

Sign #2 of a put-together marketing department.

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Sam October 6, 2010

this was actually outsourced to a big lame ad agency. The in-house dept would have done a lot better.

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critter October 7, 2010

my 7 year old grandson could have done better

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Heather Grey October 6, 2010

There is a huge between the previous almost-classic design and this pee-squared one.

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spanky October 6, 2010

Ladies, this logo wants to P all over your box.

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brainygirlnyc October 6, 2010

Clip art is so underrated.

That blue square is actually disturbing me. It’s hurting my eyes. No, wait, my SOUL.

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brainygirlnyc October 6, 2010

I need a Hallowe’en costume. Maybe the Gap logo? Hmmm…no, too scary.

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Aaron October 6, 2010

Take away the square and it’s not bad. It’s just typing Gap in HELVETICA (not arial) with tight kerning. So what’s the big deal?

Why do logos have to be anything other than a simple form of communication?

And let’s be honest for a second, I don’t think a website that looks like this and has a logo like that should be handing out critiques for bad design…

Sweet background pattern by the way. Oh, and awesome tag cloud. Did you steal that idea from fontspace.com? The only thing it does effectively is take up space.

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Forrest Drunk October 6, 2010

ahahahaha. My sentiment exactly.

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Viceroy of Vomit October 6, 2010

If you think that Fontspace.com invented tag clouds you haven’t been on the Internet very long. They’re extremely common to blogs and ours actually receives a decent number of click-throughs.

No, we do not have the most beautiful site in the world, but if you don’t “get” our logo and overall branding, I think you’re on the wrong site buddy.

However, since your panties are in such a bunch about this, please send your design portfolio to viceroy@yourlogomakesmebarf.com and we will happily consider your services for a redesign.

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Aaron October 6, 2010

My Dear Viceroy,

I’m simply stating the fact that for a site that looks about as professional as a 12 year old boys myspace page you sure do pick on a lot of companies that probably can’t afford to get professional branding. Have you ever considered sticking your logo on your own blog.

I’m not your buddy, guy.

For someone who dishes out the bashing for a living you sure don’t take criticism very well.

And since I have better things to do than design a new blog for yourlogomakesmebarf.com I’ll have to pass. Besides, if you and your members “get your logo and overall branding,” why would you need or even want a redesign? Sounds like someone is second guessing their brand.

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Viceroy of Vomit October 6, 2010

I’m not second guessing our brand, I try and bait trolls into sending us their portfolios so we can make fun of their worst logos.

Our logo is intentionally bad. I’m not even a graphic designer and I don’t hide that fact. Many of us involved are, many of us aren’t.

Why on god’s green earth would we try and make a blog called Your Logo Makes Me Barf look professional? We make poo poo and pee pee jokes, if you want a professional site with professional criticism read Brand New.

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Lacreid October 6, 2010

I’m late! At least two of my ideas have been done above… So:

——–
“We’ve run the business into the ground. Maybe if we change our image to a REALLY shitty one, we’ll be able to blame consumer preference in the annual report prior to filing for Chapter 11.”

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Pam October 6, 2010

As one who used to work for me said when I questioned his design ….”it’s a design thing.” Well said.

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Simone October 6, 2010

Maybe it’s the beginning of an ad campaign to see hom much people love the old logo?

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Design-knot October 7, 2010

Ah yes, lesson learned from the new coke mishap…. Gap: failure is our goal.

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Jay October 6, 2010

Friday is October 7. Today is the 5th.

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Earl of Hurl October 6, 2010

Well, Friday is the 8th. :D But thanks – we were in a tizzy.

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deepcover76 October 6, 2010

Amazingly, its less cool than, & sadly derivative of, the SAP logo

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Forrest Drunk October 6, 2010

I wonder if anyone at this blog has ever taken a look at how fucking horrible their own logo is. The only shitty font your missing is papyrus.

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Viceroy of Vomit October 6, 2010

you’re

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Sovereign of Spew October 6, 2010

Actually, Forrest I am completely offended that you would think that we are NOT using Papyrus. It’s in our pattern background. Like 500 times. See the word “Barf”.

I hope this improves your opinion of us.

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wkunert October 6, 2010

Hey Forrest Drunk, where did you loose you’re sents of irony?

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Russ October 6, 2010

“Remember how Nike paid $40 for their logo?”

“Yep.”

“We got screwed.”

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Val October 6, 2010

The new GAP logo is just like their size 0 jeans… even them can’t fit in it.

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deks October 6, 2010

GAP – This Is Just Wrong.

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mox October 6, 2010

children could have done better re-branding with an etch ‘n’ sketch.

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Parker October 6, 2010

“Different from all those losers using Helvetica since 2010″

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mexist October 6, 2010

i propose this as the revision of the revision
http://mexist.com/img/portfolio/logomashups_gapple.jpg

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Steve Scheidecker October 6, 2010

Personally I think Gap may be onto something brilliant. They could have one of the best re-branding campaigns on their hands, seriously. Read this, http://t.co/VzwWdDM

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Shelby Hohl October 6, 2010

Helvetica is the new Thinking outside the box

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Jennifer B. October 6, 2010

GAP: We design outside the box…well…almost.

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steve October 6, 2010

Price Charged by Design Gurus: $250,000
Time Spent by Design Gurus: 10 minutes

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[db] October 6, 2010

They could have saved a ton of money by just submitting a request to crowdspring.com.

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Sara R. October 6, 2010

Bringing ugly back.

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Trekkboss October 6, 2010

So imagine if you will… it’s a logo about nothing! Genius!

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Seth Cohn October 6, 2010

It’s Hip to be (Gradient) Square

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George October 6, 2010

GAP: at least were not London 2012!

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Joshua October 6, 2010

GAP – The new G spot.

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Deezy October 6, 2010

Gap: We just don’t give a fuck anymore

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Robert W. October 6, 2010

With apologies to Spinal Tap: “Sh*t sandwich”

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Edwin October 6, 2010
Edwin October 6, 2010

Modern, yet Classic. Color references a hint of 1969 blue/black denim. Font is LOCATOR. I believe their blue color is holding them back and people will welcome this change. It will be more talked about then just changing the logo. You can imagine the black on black logo being matte and gloss working in conjunction.

I think it appeals to a wide variety of demographic, yet will still compliment their clothing athletic. Makes their brand feel a bit more high end yet still accessible at the same time (based on the style of clothing I have seen lately).

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Maldaly October 6, 2010

The is the Gap between what we paid for and what we should have received.

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Andrew October 6, 2010

GAP – We put our blue boxes into YOUR P hole.

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C October 6, 2010

Clearly someone cropped out the Pong paddles on either side of this.

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csleh October 7, 2010

that would be AWESOME

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Joanna October 6, 2010

We need something to show we think out of the box…… actually just make the box smaller

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carly October 6, 2010

i just don’t get it. it looks like a logo for a software company not a clothing retailer. is the blue box supposed to be emblematic of denim? jeez…

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Kathy October 6, 2010

Quick! The blue box is escaping through the gap!

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Timothy Johnson October 6, 2010

Stinking outside the box

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Sam October 6, 2010

Somewhere in New York, Mickey Drexler is having the BEST DAY EVER.

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Nicole P October 6, 2010

“Fall into the Gap”

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Jen October 6, 2010

I have no caption ideas but what lovely executive decided the logo needed to say 3pm?

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Nicole October 6, 2010

Gap:
Needing your money to fill the gap between our ears.

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Kathy October 6, 2010

Gap squared. Twice as homogenized.

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A Little Puke October 6, 2010

I would like to take this opportunity to congratulate the creators of this site on their own web design. I’m not joking. It’s fucking perfect, right down to “accidental genitals” as the first entry in the tag cloud.

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Preston October 6, 2010

This is why you don’t give the client layered files.

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Bobby Wofford October 6, 2010

Now we know where the ‘hole’ the Nationwide logo went.

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Bruce Wise October 6, 2010

Oh man! Helvetica strikes again. How clever indeed! ROTFLMAO

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wally October 6, 2010

Money is no object? Better get estimates.

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Ana October 6, 2010

Gap in someone’s thinking…

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Tyler October 6, 2010

Ingenuity. Gap.

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npr October 6, 2010

Crap.

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Kimberly October 6, 2010

Gap is for squares.

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Chris October 6, 2010

It just goes to show that the people that run Gap don’t care about box and want to get away from it. Don’t worry, next revision will be Gap in a brown circle.

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C-WOWW October 6, 2010

logo design feedback: Can you make the square smaller?

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David October 6, 2010

Wait, what are we selling again?

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Christina October 7, 2010

Gap: Our new logo? Yeah your mom made it.

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Mat Dolphin October 7, 2010

Following their announcement to ‘crowd source’ logo design, we’ve written an open letter to Gap.

http://www.matdolphin.com/blog/2010/10/07/an-open-letter-to-gap/

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Chris Ramsay October 7, 2010

(VP of Branding at Gap)
Yes……I owed my wife’s nephew a HUGE favor. We’re all square now.

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angela ben-kiki October 7, 2010

There’s a Ga p in your clothes… not your logo!

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efickas October 7, 2010

I think they acid-washed their logo.

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James October 7, 2010

fill in the gap…not the square!

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Sara October 7, 2010

Gap: New smaller box to represent our current market share.

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marshmallow October 7, 2010

WIN!

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Aaron October 7, 2010

It’s worse than we’d feared, people. That’s no gradient… it’s outer glow from the letters! D:

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marshmallow October 7, 2010

this is just too easy
http://marshmallowheaddesign.com/lyndse/gap1.jpg

who cares
http://marshmallowheaddesign.com/lyndse/gap2.jpg

my only real question: is 3 o’clock beer thirty? because if it is, i got a late start yesterday.
http://marshmallowheaddesign.com/lyndse/gap3.jpg

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Trey Copeland October 7, 2010

My take on the new Gap (Crap) logo –

http://treycopeland.com/images/gap_crap_logo.gif

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THULL October 7, 2010

“My grandson took some art classes.” Gap CEO

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Mike S. October 7, 2010

Inside the laziest graphic design student’s portfolio–ever.

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Diego October 7, 2010

It’s not even Helvetica!

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THULL October 7, 2010

Gap in a box. We’ll have Justin Timberlake as the spokesman.

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Viceroy of Vomit October 7, 2010

Step 1: Cut a hole in a box.

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D minus zero October 7, 2010

Step 2: Put your crap in that box.

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designgal October 7, 2010

Redesign for the sake of redesign. It’s sad. Abandoning all the history of their brand in the process. Hopping onto this months design trend (big lowercase helvetica) is very short sighted. And just when the prep was coming back. Logo redesigns should be an evolution of a brand not a reinvention. Tragic to see really. Baby with the bathwater. They would have been better off chucking their blue box all together rather than keeping the little insipid version that’s just hanging on like an afterthought.

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just asking October 7, 2010

Is there any Guantanamo for designers…?

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fish October 7, 2010

“The only requirement is to keep the square and the blue somehow. You have free reign over everything else. Any questions?”

“Nope, I think that about covers it. Thanks, Uncle Dave!”

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Tommy L. October 7, 2010

If you liked Gap, then you’re going to love Gap Squared.

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fish October 7, 2010

No matter how many times I reload the page, that block is still stuck behind the P. You should really let Gap know that their new logo isn’t loading right before people start to believe that this is the real deal.

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Tommy L. October 7, 2010

It’s a good thing you moved that box, because it looked absolutely ridiculous above the “a.”

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Tommy L. October 7, 2010

2011: Closing the Gap.

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Ron Ladouceur October 7, 2010

HELLvetica!

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Shiloh October 7, 2010

Gap’s new logo is said to represent their long standing clothing line, simply put: Tacky.

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Gap October 7, 2010

Gap. We just don’t give a shit any more.

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cilaes October 7, 2010

Gap: FUCKING BO(red)

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Aaron October 7, 2010

Have Word Make Logo

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Debra October 7, 2010

Gap: Cutting corners, raising prices.

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Thomas Marlowe October 7, 2010

Arialined the Gap.

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MidModTom October 7, 2010

The name of the company is GAP not Gap. Someone really blew it

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Kris October 7, 2010

GAP: Our ideas are pretty khaki.

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brian s October 7, 2010

PEGGY! Get GAP on the phone! I can’t believe this shit…

Reply

Joefishr October 7, 2010

Well we can’t use a double rainbow.

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Caw October 7, 2010

Made with PrintShop.

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sonya October 7, 2010

love this. so true.

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Lenny October 7, 2010

Now we wait for the big roll out of Gap Clear

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D minus zero October 7, 2010

Get used to it.

Reply

Niu October 7, 2010

I’m the designer… Shit man, I just forgot to turn of one damn layer and the stupid intern printed it for the presentation without asking me.

Reply

Caleb October 7, 2010

GAP: Now our clothes aren’t the only boring thing in the world

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Lisa S October 7, 2010

Maybe the whole point of this new logo was to save money on designers. Shirley, um, surely they didn’t actually pay anyone to “design” it. They put up some crap and expected the outrage so they could ask for “crowdsourcing,” i.e., free design. Bullshit, I say.

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Op October 7, 2010

The New Gap Logo: Proving that management has a gap between their P-hole.

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Op October 7, 2010

Don’t be a square – shop at one! The new Gap.

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Op October 7, 2010

Gap: Embracing the new landscape of outsourcing by taking on the most generic logo ever created.

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Op October 7, 2010

Gap (Crap, you can’t see the square can you?)

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John-Mark Rodriquez October 7, 2010

GAP: Generic As Possible

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Diane October 7, 2010

Bridging the Gap between idiocy and insanity

Bridging the Gap… Nope, never mind. That bridge has been burned.

The mime inside that box is still screaming for someone to let him out.

What’s worse than blue balls? A blue box

Gap: We make Lady Gaga look normal

Gap: The loser-in-the-corner-at-a-party of the clothing world

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Todd Plummer October 7, 2010

GAP: Generic. Anticlimactic. Pathetic.

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Fred the Ranger October 7, 2010

Gap: a little left of square.

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marshmallow October 8, 2010

awesome!

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Todd Plummer October 7, 2010

The logo’s got no clothes.

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sonya October 7, 2010

gap squared.
gap and the missing piece.
gap is the new blues.
gap is big on boxes. and smaller is definitely better.
gap needs a new box.
gap (heart) blue boxes.

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candyphoto7 October 12, 2010

Gap and the missing piece. LOL…
“Gap was missing a piece, and it was not happy. So Gap set off in search of it’s missing piece. And on Gap went, over oceans. Through swamps and jungles and up mountains. And this was taking too long, so it settled for a crappy gradient square.”

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Magickdancer October 8, 2010

This logo would have rewarded me with a big fat F in beginning graphic design class in art school!!! Geez, Gap, this is big waste of money we’re being forced to look at right now! Yuk…

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Lisa October 8, 2010

“Fall into the…GAK!!!”

“The GAP: Clothes & graphics designed with a Commodore 64 since 1982.”

“It’s hip to be square!”

We should give these poor corporate douchebags a break. Bankruptcy is the new black, after all–they’re just trying to hurry along the process, it seems. When is the last decade you went inside a GAP?

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Mike October 8, 2010

Awesome bunch of comments haha who won btw??

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Earl of Hurl October 10, 2010

We’re duking out the winner tonight.

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Lucas October 8, 2010

‘Bridging the Gap between mediocrity and you’

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3D Artist Wannabe October 8, 2010

- TONY STARK BUILT IT IN A CAVE! WITH A BOX OF SCRAPS!
- Looks about right.

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jay October 8, 2010

GrAP

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Charlene October 8, 2010

Gap: Thinking inside the box.

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Charlene October 8, 2010

Oh wait… actually it’s:

Gap: Thinking inside the box. Of crap.

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Richard October 8, 2010

Gap: a heftier logo for a heftier generation

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Terry October 8, 2010

Gap: “Just think, we could have used Comic Sans.”

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xti55 October 8, 2010

We got drunk and changed our logo. teehee

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ashura October 8, 2010

Cool and sexy? You mean like SPAM?

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Chris S October 8, 2010

Gap: Keeping it simple, stupid.

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michael October 8, 2010

Gap. The distance me and the store.

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Jonah October 8, 2010

GAP: God Awful Picture

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Bede October 8, 2010

Gap; So poor we can’t afford the big box anymore.

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Gena October 8, 2010

Gap. So poor, we can’t afford the big box anymore.

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Todd October 8, 2010

Gap – now thinking (and living) outside the box…

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Bob October 8, 2010

The Gap logo is another Don Draper creation!

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ipecac October 8, 2010

A little late, but:

Gap. A softwear company.

Jackin’ the box.

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Luke October 8, 2010

The New Gap: Because everyone has forgotten New Coke

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Rob October 8, 2010
3D Artist Wannabe October 8, 2010
JBZ October 8, 2010

This rules!!!

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rzul October 28, 2010

This is the best. LMOA. I actually did it too!

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thedesigngurl October 8, 2010

Gap: Remarkably Unremarkable.

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MIssMish510 October 8, 2010

Is there where I enter the contest? LOL
I have 2 submissions….
————————————————-
“Who am I??….I don’t even know…”
———————————————
“I just don’t feel like myself….”
—————————————————

(hahaha dont ask I dont know where I come up with this stuff hahaha)

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Viceroy of Vomit October 8, 2010

Yup, you’re on it! Just reply to this post and you’re entered!

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Rob Solo October 12, 2010

gap to the square power!

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Lee October 8, 2010

Gap: And Our Clothes Look Even Worse

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Al October 8, 2010

New Gap logo: Fun with Corel Draw!!!

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candyphoto7 October 12, 2010

Shouldn’t that be “Beginner’s” fun with corel draw? or maybe “Children’s” fun with corel draw??

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nighthowl October 8, 2010

This looks like the CEO designed it on his cool new iPAD, because: Why pay all that money for something I could just do myself? Besides, I hate meeting with those annoying know-it-all designers . . .

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Michael Joseph October 8, 2010

Gap: Regressing like a kid who just moved home from college

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Sara Rosinsky October 8, 2010

Gap. Where some executive has way more power than design sense.

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candyphoto7 October 12, 2010

That’s funny because it’s true.

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matt October 8, 2010

i dont even care about gap or logos and it still made me say “what the…”

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D minus zero October 8, 2010

Too big for our britches.

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Liz October 8, 2010

The Gap: Trying to Make Square Hip Again.

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Ann October 8, 2010

Macy*s is for stars – GAP is for squares.

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Liza Heider October 8, 2010

Not thinking outside of the box

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Terri Reitz October 8, 2010

NoGoLogo

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Terri Reitz October 8, 2010

GAP, Get A Professional

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Mark Payne October 8, 2010

Hey, it looked good in 1983 for JCPenney…

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Jojong October 8, 2010

Gap catches up with the “interwebs” revolution, turning all their clothes into clip art to go along with their logo.

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Oldtimer October 8, 2010

Dear American Apparel: You’ve got a secret admirer. XO, Gap

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Collin October 8, 2010

It’s funny because a $50 dollar itunes giftcard is probably what they gave the highschool art student who designed this

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Paul October 8, 2010

Gap: Painting ourselves into a corner.

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Michael October 8, 2010

MY MASTERPIECE IS COMPLETE: http://i54.tinypic.com/2jfc5cm.gif

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Rick Helf October 8, 2010

H&R GAP

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Jenflex October 8, 2010

“It’s hip to be square?” Who knew?

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Jeanne Carlson October 8, 2010

GAP SQUARED

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Cecilia October 8, 2010

As great as our logo.

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Mark October 8, 2010

Help! I can’t get this blue thing out of my gap!

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Wendy October 8, 2010

Gap: Yes, your ass looks fat in our jeans, America. Look in the mirror.

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krmudgeon October 8, 2010

between our ears

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galaska30 October 8, 2010

whoever designed this logo really hates where they work..

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raj October 8, 2010

The new Gap logo: because a [literal] steaming pile of crap was already trademarked by someone else.

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Brad October 8, 2010

After this, there’s gonna be a Gap in our advertising department.

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Freestater October 8, 2010

New motto to go with new logo: Gap. Non-thinking out of the box.

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JBZ October 8, 2010

GA… why finish the

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Sonny October 8, 2010

Gap? LOGO change? What a joke. It is not your logo tat was not working, try you ads or prices or clothes or service or up date the store? Do you know how much money it takes to change a Logo?
Tons. Signs, stationary, pay the designer, bus. cards, it goes on and on. What a waste of money. If you want to make more money stop wasting it. The new logo looks like a computer logo, go back now before you are so fully invested. New Logos, all they are are Corp, Management egos puffing up, fire the one that had this lame brain idea to waste money this way.

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Nate October 8, 2010

Gap: “We had a contest to see who could create a new logo the fastest. This was our winner with a time of 12 seconds.”

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jim A October 8, 2010

1. ‘ Gap- mostly outside the box’
2. ” Gap- appearing outside the box’

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Diana October 8, 2010

Fall into the Crap

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Viceroy of Vomit October 8, 2010

Ding ding ding, that’s the bell, folks! We’ll butt heads this weekend and pick a few winners. Thanks for all the comments, shares, and kind words this week. We’ll contact winners this weekend and announce the winning captions Monday morning.

Cheers!

PS: Things are about to get epic around here. We’ve got some seriously great logos queued up for the next few weeks. Want to get in on the action? Submit your finds to logos@yourlogomakesmebarf.com.

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kasie boyd October 8, 2010

Our old blue box is the same size …but like 80% of america the “Gap” wouldnt lay off the fast food , yet we are committed to trying to make “Gap” squeeze back in it’s box

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Gapped October 8, 2010

1) “After years of embarrassment and shame the blue box finally joined everyone else and decided to stop wearing GAP too.”

2) “The letters mourned when they realized that they had only grown larger because the pacman shape in the P had cannibalized their friend Blue Box.”

3) “GAP, executives are slowly preparing the transition from their blue box to a cardboard box”

4) “GAP felt guilty as she took a walk of shame away from her fling with Old Navy.”

5) “The latest in Logo Design from Kramerica Enterprises.”

6) “After a brief hookup with SAP, Gap decided he needed to get checked because a he saw some blue and it hurt when he P’d.”

7) “To survive these tough economic times, Gap cut luxuries like capital letters and lavish boxes– they even managed to reduce their blue budget by 33% with clever use of the gradient tool.”

8) “No longer able to afford their own Christmas Party, GAP executives came up with a clever scheme to sneak into SAP’s instead.”

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justin lake whedon October 8, 2010

Gap: Pay no attention to that box up there in the right… it won’t leave us alone.

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Mj October 8, 2010

GAP – leaving behind the squares that buy our stuff.

And hoping the young will show up with their parents’ credit cards.

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DLKM October 8, 2010

Fall into the (design) Gap. More like an Abyss.

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BtK October 8, 2010

No-one puts baby blue in the corner

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Johnny October 8, 2010

Now we know that GAP stands for Gay and Proud

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Crapbasket October 8, 2010

GAP – dookie in a box

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Crapbasket October 8, 2010

GAP – “Our logo goes to ELEVEN”…the same age as our designer…

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sid October 8, 2010

It’s hip to be sans serif with a square… derp

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John Hewitt October 8, 2010

The GAP – It’s the “GAP” between the EARS of Management !

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Mark Hvass October 8, 2010

I believe the quick office quotes #3 was in poor taste. Is this part of the new image to go along with the lame new logo?

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Glenda October 8, 2010

The new GAP logo – Tightening our belts in a tough economy.

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stony October 8, 2010

Shift by design-minus the gap

See previous by design post.

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Jules October 9, 2010

Good ole’ Helvetica. Yawn.

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Paul T. October 9, 2010

Fall into the Crap

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TheDude October 9, 2010

“Now in Walmart”

That’s what this logo makes me think of. Walmart. No quality, no class. The logo fits right in.

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silverfox October 9, 2010

Is it really the new design, serious?

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cara miller October 9, 2010

Mind the gap…

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Rick October 9, 2010

American Express Blue called…they want their logo back….

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Ryan October 9, 2010

GAP used to stand for Great American Product…now I think it means “Got a problem squared”

People can get Herpes, but Gap has squarepees.

Gap rhymes with rap and their new MC is P-squared

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Drew October 9, 2010

Gap: We bring the square to your pee.

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Donna October 9, 2010

Sorry folks, but when I look at that new logo, I think of a utility company, not a clothing store.

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patrioticduo October 9, 2010

http error 205 – Reset Content
Uh oh, sorry things didn’t work out. A thousand million monkeys have been called in to investigate the cause of this problem but most likely there is old html in the web page you requested and your browser is incapable of rendering it in a modern font.

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patriotsrwe October 20, 2010

spoken like a brilliant engineer

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Matt October 9, 2010

I actually love to see these sorts of messes! It will allow some prima-donna art director to have his/her ass handed to them in a way nobody inside the company could have mustered! There’s probably room on the park bench for this one next to the numbsculls behind “song,” “Ted” and those Infiniti ads that advertised bales of hay instead of the cars.

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Leightred October 9, 2010

I like it, but the letters are all wrong, use the same capital letters as on the old design, just smaller in size. And there you have the black letter verses the white and the box. Then it wouldl be a cool Logo for GAP.

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Phil October 9, 2010

Gap – why bother

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juliejuliejulie October 9, 2010

GAP: we’re so 1989 – and we have the logo to prove it!

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Justin Lake Whedon October 9, 2010

Gap: This is not the gradient box you’re looking for (with a wave of the hand in true Jedi fashion)

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Phil October 9, 2010

GAP new logo requirements….
Go outside of the box, but not completely
Any press is good press, so get it done…
Pronto!

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Harsh October 10, 2010

Gap: Out of the Box.
In deep shit.

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alexis October 10, 2010

Was that logo made from Microsoft Frontpage template?

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Roy B October 10, 2010

GAP. We don’t just think outside the box, we P on it.

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Karen October 10, 2010

Will Rogers was right

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Ibusen October 10, 2010

OMG – Oh My Gap!

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Dave October 10, 2010

I just redesigned the Gap logo. FML.

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Decor Girl October 11, 2010

Well, their product offering and quality has suffered over the last five or more years… maybe they decided it’s time for the logo to reflect the company? Forgettable.

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mary October 11, 2010

GAP: Fashion NOT “Out of the Box”

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Landon October 11, 2010

This proves that gap does stand for Gay and Proud.

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J October 12, 2010

Hehe. We all fell for it. Gap is just trying to get attention by giving people a shockingly horrible logo. Designers knew this design sucked. Sneaky move Gap.

Give Attention People = GAP

But yeah you’re all right. Horrible logo. but it still did its job.

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Effie T October 12, 2010

It’s all a marketing strategy, publicity!!!
Guess who is talking about “GAP” now?!!!

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Eric October 12, 2010

Fall Into This Trap….

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Marla October 12, 2010

:l did someone actually get paid for that? No gradual change, just
flat out “wrong font” grade school level brand design, omg. They couldn’t have been serious. A relative or close friend plays into this somehow, favor getting called in?…Shame on GAP management…
I’ve seen that box before…?… Someone made a B$$GGGG mistake$

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Peace October 12, 2010

Your Gap is bigger than my box…

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Audris Badyal October 12, 2010

The Gap advertising creative team were thinking so much out of the box they literally just went with that unsuccessfully!

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Andrei October 12, 2010

The old one was much better. I believe this new logo thing is a strategy to get our attention.

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candyphoto7 October 12, 2010

At least they’re going back to their other unimaginative boring logo instead… and it least there’s nothing in it’s p hole.

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X October 12, 2010

Imagine a meeting of the executive and directors where a bunch of self-professed avant garde artists (donning french berets, ascots, and Ray Obison glasses) are pitching the logo (with lisps and multi-dialect accents). And the executives and board members are nodding their heads like bobble dolls. How could so many people get this wrong? Ever heard of preliminary market surveys?

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X October 12, 2010

Anyone know which agency designed the new logo?

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Cy Pontuo October 12, 2010

Thinking outside the box sometimes means looking into one. Controversy creates interest, interest boosts sales or gets dying things attention again. “Every advertising antic… Jon Foremen (Switchfoot) – Its all a gimmick and we all fall for it again and again.

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Harley October 13, 2010

What were they thinking! It seems cheap, old and yes, a design of a 7 year old! Who told them this was the right way to go, and who told them this logo was better than the original one. And who are these peoples that said YES to this change??? Cannot understand, again, how this was a good idea! And who thought this was really a COOL logo????????

I like the store and I’m really glad they decided to switch back! Hope really they learn from this experience in the future.

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mosho October 13, 2010

BIG fail!

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4ndyman October 15, 2010

Way too late for the contest, but:

Gap: There’s Something Blue in Our P.

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Michelle October 27, 2010

It reminds me of a corporate logo. and that’s NOT a good thing. bad move.

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David November 30, 2010

A: Hey G,
G: What?
A: P is hogging the blanket,
G: What a douche,
A: He’s using it as a pillow,
G: I’m cold,
A: Me too,
P: Get used to it, pansies.
A: I miss “Y” :(

Reply

Daniel Evans February 8, 2011

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