Serif fonts that stress the contrast between thick and thin lines are generally associated with fashion(just look at any fashion magazine) because it looks delicate and exclusive.
That fat faced sans serif font is pretty much the opposite and has not much personality in itself(I guess it was made during the Helvetica fad) Could also be Target package design.
Gap isn't high fashion, though - it's barely a step above buying clothes at Walmart.
I'd argue the new font is a much better representation of what they actually are, instead of what they want to be.
But then the new logo defeats the over all purpose. They want the consumer to associate their shitty product with higher quality, fashionable clothing. That association is lost with the new logo.
It's all moot thought, I don't see the new sans serif logo anywhere.
i think they could have done a better job with this one.
> gradient is light to dark instead of dark to light
> what is Helvetica?
Come on man, what are you doing with your life, my mother grew up with friggin typewriters and even she can spot Helvetica from a mile away. (I am dead serious)
>captcha: select all blind people