Chiseled on a wall?

In a time that brands are looked at as more living breathing entities for multiple platforms, what I find interesting is that the logo was crafted with the thought of it “might look good chiseled into the side of the building.”

And while the final identity may have some nuanced type, the end result seems more like any one with a few fonts on their computer could have done this.

Devaluing your own brand

Every day it seems I get an email deal from the Gap. It's gotten to the point were if it's not 40% off sale, than I'm not buying it. It makes me wonder what they're thinking. Because if you keep discounting yourself, why would anyone pay full price?