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　　于上周发布的GAP新标志仅仅在使用一周就于昨天被弃用。GAP新标志的推出遭到众多人士的尖刻批评。

　　Gap.com2010年10月4日公布了新标志。公司发言人路易丝-卡拉丝称，设计新标志的目的是代表GAP从“经典的美式设计向现代、性感、酷的转变。”但平面设计的权威们有不同意见。《Slate》在线杂志的汤姆-斯科卡写道：“这看起来是一家大型航空公司剥离的失败的低价航空公司的标志。”Refinery29把它比作“你在旧货店发现的那种笨拙的盖袖T恤，上面还印着人造钻石字样。这既不复古也不新，而且肯定不酷。”被称为“自己作垃圾标志”的创造你自己的GAP标识网站的出现进一步加快了新标志的死亡。

　　在阅读有关对GAP标志的嘲讽性言论而感情受伤的设计人员随后在FACEBOOK上写下了婴儿式的求助内容，GAP的FACEBOOK状态栏写道：“我们知道这一标识引发了许多讨论，我们对看到如此热烈的讨论在进行感到激动。我们请你们共享你们的设计。我们爱我们的版本，但我们愿意看到新的想法。请在未来几天关注有关这一创意来自广大人群项目的细节。”

　　细节在一周不到的时间就已公开，来自众多人士的创意将永远不会来了。卡拉丝在谈到新标志被弃用时对 Bloomberg.com称：“我们认识到非常多的人在关注我们的品牌。在经过反思思考后，我们决定恢复使用原有的经典蓝色方格标志。”

　　New Gap Logo, Despised Symbol of Corporate Banality, Dead at One Week

　　The new Gap logo, which was unveiled last week to a chorus of caustic criticism, died yesterday at the age of one week. The logo passed after a brief and ignominious battle with stage IV banality。

　　Brought into the world on Gap.com on October 4, 2010, the logo was supposed to signify Gap’s transition from “classic, American design to modern, sexy, cool,” according to company spokesperson Louise Callagy. The gods of graphic design though, had other plans. “It looks like the emblem of some failed low-fare spinoff of a major airline,” wrote Slate’s Tom Scocca. Refinery29 compared the logo to “that awkward cap-sleeved tee with the rhinestone letters you find while thrift shopping that’s neither vintage nor new, but definitely not cool。” The advent of a create-your-own-Gap-logo Web site called “Crap Logo Yourself” dragged the design ever closer to the brink of death。

　　After suffering emotional injuries sustained upon reading the satirical Gap Logo Twitter feed, the infantile imprint was rushed to Facebook, where it underwent an emergency resuscitation attempt. “We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding!” Gap’s Facebook status reported on October 6. “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。”

　　Details would come less than one week later; crowd sourcing would come never. “We’ve learned just how much energy there is around our brand, and after much thought, we’ve decided to go back to our iconic blue box logo,” Callagy, the spokesperson, told Bloomberg.com of the logo’s passing。

　　The new Gap logo is survived by its antagonistic Twitter feed and a dozen “failed branding strategies” slide shows, in which it will be archived in the annals of history. To heaven, the Helvetica now ascends。

　　(名利场)

　　(解雨)