Everyone seems convinced it's some kind of marketing ploy (think of the New Coke reaction in the eighties), but The Gap seems pretty earnest about their new look. From their Facebook page last night:
Thanks for everyone's input on the new logo! We've had the same logo for 20+ years, and this is just one of the things we're changing. We know this logo created a lot of buzz and we're thrilled to see passionate debates unfolding! So much so we're asking you to share your designs. We love our version, but we'd like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.
Aha! Nothing says sincere like "crowd sourcing project." It's a no-fail publicity stunt– even if people don't like it, at least they're talking about it. (When was the last time you spoke about The Gap to another human being?) There's already an OldGapLogo Twitter account to combat the NewGapLogo Twitter account, and craplogo.me, where you can create your own new Gap image.
Some other updated brand looks: