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Contents

Gap 1972 service mark The Gap logo 1985 Gap logo Gaplogo2017
1969–1976 1976–1986 1986–2016 2016–present

The Gap

1969–1976

Gap 1972 service mark

1976–1986

Gap

Gap

1986–2016

Gap logo

2016–present

Gaplogo2017

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 below.

2010

Gap logo in October 2010

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 logos of all time.

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