by Andrew Dalton

Local mega-brand Gap ditched their iconic logo, known for sufficiently capturing the brand's tasteful and unpretentious character, in favor of a slick new helvetica-laced number this week. Which brings them ever closer to the American Apparel territory they've been inching towards since they debuted new ads for their 1969 denim collection a year ago.

Unfortunately, everyone and their roommate is a graphic designer on twitter these days and the Internet hates it, so now it's a big deal. There's even a tool to make your own. So far the new logo has only popped up on the company's website, so aside from the designer's hourly rate, we assume they haven't sunk too much cash into this. Which is good, because according to the SF Business Journal their same-store sales numbers are down this year.