Fans gripe about new Gap logo, but casual wear chain plans to keep using it

Summary Box: Gap falls into flap over new logo

THE MOVE: Gap sneaked a new logo online to replace its decades-old white-on-navy blue standby this week. Fans are puzzled, but the company plans to use the new logo in stores and in advertising by next month.

THE FLAK: Fans are wondering why the company changed the image for its flagship brand to a white background with black text and little blue box, and their comments on Facebook, Twitter and tech blogs have not been charitable.

THE NEXT STEPS: Gap not plans for customers to help with the new logo, though it’s not clear how.