Looks more like they're trying to visually compete with American Apparel's use of Helvetica. http://cache.gawker.com/assets/images/gawker/2010/10/gaplogo.jpg h

Looks more like they're trying to visually compete with American Apparel's use of Helvetica. http://cache.gawker.com/assets/images/gawker/2010/10/gaplogo.jpg http://cache.gawker.com/assets/images/gawker/2010/10/gaplogo... http://www.eternitemedia.com/blog/wp-content/uploads/2010/01/American_Apparel-logo.jpg http://www.eternitemedia.com/blog/wp-content/uploads/2010/01... EDIT—it looks like someone at iso50 had the same idea: http://blog.iso50.com/wp-content/uploads/2010/10/gapdesign2sm.jpg http://blog.iso50.com/wp-content/uploads/2010/10/gapdesign2s... It's a shame. Their condensed old style serif font subtly reminds me of Nirvana's condensed serif font. http://www.survivingthestores.com/wp-content/uploads/2010/06/gap-logo.jpg http://www.survivingthestores.com/wp-content/uploads/2010/06... http://www.midnightincoventry.co.uk/site/images/stories/nirvana-a.jpg http://www.midnightincoventry.co.uk/site/images/stories/nirv...