My Thoughts On The Gap's New Logo

The Gap, purveyor of overpriced popular fashion since 1969, is giving its brand a facelift, and, as part of that facelift, they have chosen to change their highly recognizable and extremely well-known logo:

The new logo, which was unveiled on Monday, has proven to be roundly hated, and for good reason: it is ugly and communicates nothing.

It reminds me of a tech company logo circa 1983.

The new logo doesn't even seem to mesh all that well with The Gap's website.

Others have already covered this topic quite adequately, such as ShoppingBlog.com and Brand New and Gawker, but I thought I'd throw my two cents in anyway with my own visual response to their shitastic design snafu:

You're welcome.

What are your thoughts on the new logo?