Gap goes Helvetica?  I know they've never been known for breaking down doors creatively, but this is a new level of mundane, anonymous, generic.  Even their most bland striped sweater wouldn't be caught dead with helvetica.  Is this real?  And the gradient blue square looks like it's an unbalanced, tacked-on attempt at recalling their last square-centered logo.  Either that or it's a window that the letters are trying to jump out of.  Bad. Design.