In an attempt to evolve with the times, the American clothing and accessories retailer Gap decided to revamp its main logo into something they thought was more mainstream and modern. Marka Hansen, the president of Gap, said she wanted Gap customers to take notice of the label's progression and see what it stands for today.
The new Gap insignia was created in a graphic design-inspired computer print black font against a light background with a blue square behind the top of the letter "p"
"We chose the design as it's more contemporary and current. It honors our heritage through the blue box, while still taking it forward," she said.