The Gap got a lot of media (and blog) attention last week for introducing a new Helvetica font logo with a box in the upper right corner which was immediately met with negative public reaction. Some suggested it was designed by a child using PowerPoint. Harsh. While damage was slight, this event will be talked about in business schools and crack the top 10 of stupid corporate moves (#1 is of course New Coke).
Against that backdrop, what is shocking is how nobody noticed that the new Gap logo was as equally lame as – and practically identical to – the new PricewaterhouseCoopers (PwC) logo released last month to little fanfare, which used Times New Roman and placed a box in the upper right corner as well.