A Gap in Design?

The Gap has a new logo and if it had been turned in to Ad Techniques for a grade, I probably would have given it B or B+, maybe. It doesn't show much originality or personality. It uses Helvetica to spell out "Gap" (in U & lc) and there's this blue square thing with a gradient. That's it!

Here's the new one:

And here's the old one:

The new one, in my opinion looks more like something for Amalgamated Widgets or something. But not a hip, stylish clothing store. The old one, looked old-fashioned, but had a certain youthfulness to it, none-the-less. American Apparel and Urban Outfitters can get away with using Helvetica, because their use is somewhat ironic. The Gap, I dunno …