Freak Week: Design Flaw

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It was the logo redesign heard around the world — and immediately, almost universally reviled. It came from the Gap, which last Tuesday quietly unveiled its new brand mark on its Web site, with the well-known white text on a blue square giving way to simple black Helvetica text with a smaller blue square intersecting with the lowercase “p.” If you thought consumers didn’t care about logos, think again. People went ballistic. They dug deep for insults that would convey their sense of loathing.

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