Gap recently redid their identity. And while I see traces of their old mark (in the tacky gradient square), it seems that this was a wasted opportunity to refresh their highly recognizable mark.
And without knowing exactly what the client wanted (because as I've said before, it starts by listening)
I can't help but feel that this has positioned (or repositioned) the gap as a lower line. Closer to Old Navy, one of the other companies under the huge corporate umbrella that also carrier Banana Republic, Piper Lime, and Athleta.
