Guess has promoted its brand name in a script-font with a “loop” in the letter “G” at the beginning of the GUESS name and/or an underline under the GUESS name (“Guess Script”) on its products since the early 1980s. Guess first sold products bearing a “Square G” design in 1996, and has used the Square G design on over fifty different styles of handbags, selling millions of units of merchandise bearing that design.