But guess what? The company has gone straight to the core of the brand and revamped its logo.
A new (and improved?) Gap logo made its debut this week on the retailer's Web site. Instead of the iconic blue box containing the company's name in a classic font, the new Gap logo is a more modern -- and less interesting, in StyleList's opinion -- sans serif font.
The blue box, meanwhile, has been shrunken and stuck on top of the "p" in "Gap," almost as an afterthought.
"We have been evolving the brand through the product and have carried this across with store experiences. The logo was the natural next step," Gap spokesperson Olivia Doyne tells StyleList. "The logo was developed internally and we wanted to keep the heritage of the blue box, but bring Gap to the forefront."
The plan was to quietly introduce the logo online and make a splash with the company's holiday advertising, but, Doyne says, "we were surprised by the feedback we received yesterday."
Indeed, media and blogger response to this covert switcheroo has not exactly been kind, and Gap weighed in on its change-up late last night on its Facebook page, of all places.
"Thanks for everyone's input on the new logo!" the status update reads. "We've had the same logo for 20+ years, and this is just one of the things we're changing.
'We know this logo created a lot of buzz, and we're thrilled to see passionate debates unfolding! So much so we're asking you to share your designs.
'We love our version, but we'd like to see other ideas. Stay tuned for details in the next few days on this crowd-sourcing project."
Interestingly, the logo on Gap's Facebook page is the old one, in the blue box.
Doyne, meanwhile, confirms that the new logo is not a done deal. "We want to engage our customers -- we want to listen to our customers' ideas and thoughts," she says, adding that Gap will be announcing other ways to share feedback. "We'll have more details in the next few days."
What do you think of the new Gap logo? Share your comments below.
In related news, read about Gap and Valentino's plans to launch a capsule collection.