1986–October 4, 2010, October 11, 2010-present
In early October 2010, Gap replaced its classic blue square logo. This reportedly happened suddenly without any announcements. The new logo was credited to Laird & Partners. Due to negative response from customers, on October 11, one week after the new logo was introduced, Gap announced that they would revert back to the old square logo. Since then, this Gap logo has often been referred to as one of the worst logos of all time.