"new logo creates a gap between company and its customers"
Consumer-driven design works for some products, but not for corporate branding. It was a horrible idea to go to the general public for a design contest in the first place. The move from the automatically identifiable and universally recognizable GAP logo to the run-of-the-mill financial/techy gradated blue box and sans serif type is awful. They could almost be two different companies, one a fashion company, the other a financial institution or software company. One says "familiar" the other says there's a "gap" between you and us.
The separation between the name and the blue box says it all. If the text represents the company and the blue box represents the customers, the one on the left shows unity of purpose while the one on the right says we're bigger/better/more important than you. GAP in all caps stands for something else and removes the connotation between the meaning of the word and the company name. Title caps Gap says exactly that, leaving the Webster's Dictionary definition in tact.
http://boards.core77.com/viewtopic.php?f=38&t=22645
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