The Gap introduced a new logo earlier this week -- going from the iconic white lettering on a blue background to black lettering with a little blue square in the upper right hand corner.
And the reaction has been lukewarm with customers lashing out on the company's Facebook and Twitter pages.
One said the new logo makes the brand look "cheap and unappealing".
Another said "Really disgusting PR ploy, Gap."
On it's Facebook page GAP is now asking fans to share their ideas about the logo stating, "We love our version, but we'd like to see other ideas."
