Bill Chandler, vice president of corporate communications, tells Co. that Gap’s new logo could be thought of as a jumping-off point for something more permanent. And no, this isn’t all a PR stunt.

No one likes The Gap (GPS)'s new logo, in which the blue square with elongated white letters has been replaced with a black Helvetica typeface reminiscent of American Apparel (APP). Given how ...

Gap is now being punished for failing to resist the rebranding temptation: The new logo is taking on a life of its own. Its got its own fake Twitter stream. Sample tweet: The marketing team is ...

In what Gap spokesperson Louise Callagy characterized as a quiet introduction "with minimal fanfare," the new logo was introduced to the company's web site for the first time on Monday morning.

Thanks to this increased design sophistication, it's harder to pass off "lame work" like the new Gap logo. 3. Rebranding has to be more than just skin-deep For a rebranding effort to work ...

San Francisco-based clothing retailer Gap Inc. has rolled out a new logo for its flagship Gap brand online and the switch is drawing heavy criticism from consumers. The traditional navy blue ...

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Gap is seeing its turnaround efforts taking hold, but the retailer still faces tariff threats and slower momentum at sister ...

Gap is hitting the links with a new collaboration with Malbon Golf, the lifestyle sporting brand seen on PGA pros and stars ...