(Eric Karjaluoto on www.aiga.org) – I’ll start by getting it out of the way immediately: I’m not a fan of what was the redesigned Gap logo. There, I said it… alongside about a gazillion others.

We’re all very upset

Fact is, I wasn’t a fan of their new approach to three letters and a square. Nope—just not feeling it. I do want to stress the critical importance of this whole thing, though. You see, we’re serious people, and we take serious things like this seriously. (Seriously.) Google “Gap logo” and you’ll find many, many other serious people with serious opinions on this newsworthy, and serious, issue.

Upon being asked for his opinion on this grave incident, Armin Vit (of Brand New) exclaimed, “Choosing Helvetica in 2010 is inexcusable.” And right he is! Helvetica has become so terribly gauche it’s hard to not feel pummeled, assaulted, and even outright violated in its presence. He continues, explaining that the typeface is “as bland as grilled chicken without salt and pepper.” True dat… true dat… I gotta say, though, those are fighting words,’vetica. You really going to take that?

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