Okay, I admit that as a Vis Com student I'm supposed to be trained to be annoyed by bad design. But really, GAP? What the f***. How much did you pay for your new logo. Thousands, right? Tens of? Hundreds of? I'm sure. Because that's what you corporate people do. Some ad agency grabbed you up as a client, convinced you that you needed a new identity, and put a hefty price on it to make you feel like you're actually paying for something.

Well, here's some shocking news for you: YOU GOT ROBBED.

Because I literally just typed "Gap" in Helvetica Bold (a font that comes pre-installed on all Macs, and probably PC's now) and kerned it.

And whoops! There's your new brand identity!

I could have spent six more seconds making a blue square and adding a gradient, but I was already too pissed and annoyed.

Enjoy your new branding reminiscent of a Windows 98 desktop icon, because, well, no one else is going to.