On October 4, 2010, Gap replaced its classic blue square logo; this reportedly happened suddenly without any announcements. The new logo design, consisting of simply the word "Gap" in Helvetica 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 old square logo. Since then, this logo has often been referred to as one of the worst of all time.
After thirty years of using its classic blue box logo, Gap finally introduced a new logo in 2016, with the 1986 wordmark isolated from the box design. So far, this logo has been received better than the attempted 2010 redesign.