Gap?

This is Gap's new logo. I don't understand what they are trying to do with it but I personally don't like it. Maybe it's because I'm so use to their thin serifed, spaced out letters on a navy blue box. Those letters with their large letterspacing spoke gap to me and now I associate a nice clothing store with. This new logo with its san-serifed bulky type with very little letterspacing and the random little blue box? It speaks computer company to me or electronics. And overall people don't like it, well in the design world. Apparently Gap doesn't really care and thinks they can probably get away with rebranding themselves. I guess the people that shop there probably don't care what their logo looks like as long as the merchandise and style in the store stay the same. I guess we'll see how the general public thinks about it. Rebranding any company is a dangerous thing. Some pull it off really well like Apple. They started as Apple computers with their little rainbow apple symbol and now they simply have an apple on their computers and people know what it is. I guess thats not a whole rebranding its just upgrading their symbol. Beware of rebranding lol jk.