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Dear Gap

7 Oct

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Dear Gap,

I’ve noticed you have a new logo. What gives? You’ve had such great branding for as long as I can remember. It was beautifully simple; blue square and clean, white, serif text. Timeless.

I have a feeling your CEO, or his wife, got his hands on Illustrator, learned about gradients and went nuts. “How cute, this font makes the G look like a loopy arrow. And make it black just cuz. Perfect!”

Well, Gap, I’m sure you’ll survive this mishap. But I also hope you go back to the old logo as quickly as possible.

Love,

Cari

P.S. Make your pants longer. They never fit me.