• Ad Age, Friday, October 8, 2010 8:52 AM

When a new logo for Gap appeared online a few days ago, some folks wondered if it was for real, saying that a prominent blue box that juts into the "p" looks like something a software company might come up with. Others flat-out hated it. Natalie Zmuda clears up the mystery.

"For the last two years we've been working on evolving the brand identity for Gap," Gap spokesperson Louise Callagy tells her. "[The new logo] is more contemporary and current and honors the heritage of the Gap brand with the blue box but takes it forward."

But the company has been attuned to the negative reactions and has announced on its Facebook pages that it's "thrilled to see passionate debates unfolding!" It will announce a "crowdsourcing project" in a few days, it says.

We didn't call it "committee sourcing" back in the day, but it's nice to see that people are once again realizing the value of group think, isn't it?

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