Helvetica

This is an example of a very very bad Helvetica logo. Gap attempted to redesign their logo to this. Gap spelled in Helvetica with a blue gradient box behind it, because Helvetica is so widely used that simply saying "Gap" wouldn't have been that effective or memorable. I feel it's a bad design because it does the opposite of what you want a clothing store to do, blend in with everything else. Also, it makes it look like a bank or a credit card company now.

I find this use of Helvetica to be really well done. There's just enough information to make Helvetica really work. It's not a giant sign that catches your attention, it's the simplicity of the font and to-the-pointness of it.