This logo puts "the" at 90 degrees, and also slightly thickens it.
Gap[]
1986–present[]
1986–2016[]
Designer:
Unknown
Typography:
Spire
Launched:
September 9, 1986
Introduced on September 9, 1986, this logo discontinued the use of the custom font used in the last logo and replaced it with the Spire font inside a blue square. This logo is still used in some instances.
2016–present[]
Designer:
Unknown
Typography:
Spire
Launched:
January 1, 2016
After thirty years of using its 'blue square' logo, Gap introduced a new logo on January 1, 2016, with the 1986 wordmark isolated from the square.
On October 4, 2010, Gap replaced its 'blue square' logo; this reportedly happened suddenly without any announcements. The new logo design, consisting of simply the word "Gap" in Helvetica Neue placed next to a blue square, was credited to Laird & Partners. Due to an extremely negative response from customers, on October 11 - only one week after it was introduced - Gap announced that they would revert back to their former logo. Since then, this logo has often been referred to as one of the worst logos of all time.