I worked at Gap for the better part of two and a half years. I survived Christmas rushes and shortages of puffy winter coats with fur collars... I volunteered while they re-designed the stores in my market... I still own many of the clothes I bought with my employee discount. To some extent I'll always have a special place in my heart for The Gap. That's why, when I saw the new logo for the first time yesterday my heart sank.

With that said, it's not a surprise to say that Gap has been undergoing an identity crisis for the better part of the last decade. You walk in never knowing if you'll be met by trendy ripped skinny jeans or a good 'ol pair of normal jeans and a white t-shirt. Not only are their styles a mess, but so is the pricing. Why would I pay $30 for a t-shirt when I can walk 5 stores down and buy one at Banana Republic for the same price. They're not the neighborhood low price pals like Old Navy and they aren't aiming at the ladder climbing middle to upper class like Banana Republic, so who are they?

The battling logos. In one corner we have the "Classic", in the other "Hot Mess":

Also here is my new "Crap" logo, if you'ld like to make something equally craptastic please click here.

Maybe this is a PR stunt, maybe they're back peddling with their crowdsourcing initiative, maybe it's an attempt to boost sales and recreate the brand. We'll probably figure that out in the next few days. Either way it's caused a lot of discussion, some heated words and a few spoof Twitter accounts @oldgaplogo and @gaplogo. Just a sampling:

Do I smell a remake of the Tropicana disaster?