GAP's major Helvetica fail  

Dreadful!!! I just can't...
Dreadful!!! I just can't believe it.

Yeah, the redesign was pretty uninspired.
A concise three-letter word like "GAP" seems ripe for a more interesting solution than straight-set Helvetica.
The Gap's name is kinda dumb and dated to begin with-- do you suppose many current customers understand that it alludes to "generation gap"? They probably assume it was founded by some guy whose surname was Gap (like Levi).
Maybe they should come up with an ersatz founder, named Horace Gap. He could be the company mascot, like Orville Redenbacher, or Colonel Sanders.

As a fan of Helvetica, I can ...
As a fan of Helvetica, I can say that the typeface does everything BUT illustrate a generation gap. While modern, it is also decidedly owned by the dinosaurs.

Meh
It's not helvetica's fault. It's that stupid blue block. And the idiot designer who mashed them together. And the committee who chose it. As my friend is fond of saying "A camel is a horse designed by a committee."
Another friend posted on facebook: "Hey Gap - you should stick to having Bangladeshi children make your clothing...not your logos."

Not blaming Helvetica
GAP failed at applying Helvetica successfully. That's pretty sad.

Rescinded
apparently GAP pulled it....I guess most folks thought it stunk as much as the DA crowd does!

There's nothing wrong with Helvetica,
except the fact that it's become a little too ubiquitous.