This is not, IMO, a time for companies to waste money changing logos. Consumers are looking for tried and true brands (identified by logos) rather than risking wasting their money on something new.
Even though it still is the Gap that they grew up with, if the logo is different, and they have to stop and think "Oh, that's the Gap" they might walk right on by before it registers.
I know it sounds trivial, but instant brand recognition is why the logo was created in the first place, and every second counts when trying to make a sale.
A local department store is tweaking it's logo in an attempt to lure younger buyers. However, they have forgotten that their customer base, at least at the branch nearest me, is made up of older shoppers who shop as an outing, rather than through need, and who are more resistant to change.
Many of the younger shoppers have already decided that they don't want to shop where their mothers and grandmothers purchase clothing, no matter what the store does. :lol:
So they will head on over to The gap - if they can find it.
