Filling the Gap

The Gap is creating quite a stir with its logo, and I'm still scratching my head. Not about its decision to scrap the old logo. Or the choice of its new logo. I just can't figure out why people seem to really care.

Now it's gone viral.

Fast Company has posted an exclusive interview with NewLogo, in which it whines, "...I have feelings! I have a friggin Twitter account! The only way to deal with the pain is comfort eating. Pretty soon I'll be type set in Helvetica Neue Black." (@gaplogo)


Not to be outdone, OldLogo is also tweeting, @OldGapLogo.

Yes, I realize it's all good fun. And I'm sure this will become another success story for the power of social networks.

But the real winner? The Gap, natch. It doesn't matter if people love or hate the logo, as long as they keep talking about the Gap. And the value of all this exposure? Priceless.

UPDATED Oct. 12, 2010: Gap ditched its new logo mere days after this post. (I claim no responsibility.) Responds NewLogo on Twitter: "I HAD feelings. Jerks. Now I'm just numb – I don't know who I am anymore!" And from OldGapLogo: "Well...looks like my work here is done. Peace. I'm out."