The retail giant's new logo seems to have missed leveraging any visual ques or reference to what the company is or what the word gap implies. The old logo's extended letters and defining blue box was distinctive in a way the new logo fails to capture.
I will say the new logo is clean and cute with its use a san sief type(type without the little extensions or feet) and the use of a lower case 'a' and 'p' communicates simple and basic, which does fit what I about the company. I'm not sure if the floating blue box really serves any purpose other than a slight reference to what existed before.
The Gap Scraps its New Logo