Old Navy is a US-based affordable fashion brand with several retail stores spread across the world. Established in 1994 by GAP Inc., the brand’s main aim is to reach out to customers who could not afford expensive labels. The visual identity of this brand has undergone a few changes during the course of its history. In fact, the evolution of its logo reflects changes in marketing strategies, consumer preferences, and the brand’s identity over the years. This article delves into the history and evolution of the Old Navy logo. It highlights key timelines and design shifts.
The Genesis of the Old Navy Logo (1994-1998)
Old Navy was launched in March 1994 as a budget-friendly alternative to GAP and was initially branded as Gap Warehouse. The first logo featured a horizontally stretched blue oval with a thin red outline, displaying the name “OLD NAVY” in white, capitalised, and yet an indistinct serif font. The uneven lettering of the brand name and the partially erased lines appeared amateurish to begin with.
This design aimed to convey a sense of reliability and approachability. Further, it aligned with the brand’s image as a family-friendly retailer. The distressed font of the logo added a playful touch. It reflected the casual nature of the brand’s offerings during this period.
(1998-2006, 2009-2015)
In 1998, Old Navy revamped its logo to adopt a more modern aesthetic and to make it better readable. The red outline was removed, and the font was updated to a cleaner sans-serif style with narrow spacing between letters.
This change marked a shift towards a more contemporary look and appealed to a broader audience while maintaining the recognizable blue oval. The updated logo signified a commitment to quality and a more polished brand image. Besides, it aligned with the brand’s expansion and growing popularity.
(2006-2009)
The logo underwent further refinement in 2005, which coincided with a strategic rebranding led by then-president Dawn Robertson. The font became thicker and bolder, thereby enhancing visibility and impact. The blue oval was removed, and, in its place, the brand name was shown in a blue hue to make it visible against a white background.
The letters were reshaped in equal proportions except in the word “NAVY,” where the letters “V” and “Y” were joined at the top. And when it came to the colour palette, the dark blue shade embodied stability and confidence and evoked a sense of loyalty and trust. On the other hand, the white colour gave a sense of purity and lightness.
(2006-2007)
This logo iteration is similar to the 1998 and 2009 logo designs. The only difference being the blue oval and the letters inside the blue oval being made a little flatter. Besides, the letters “V” and “Y” followed the previous logo design and were joined at the top.
(2007-2009)
The 2007 logo design comprised two parts: a bigger emblem and a smaller wordmark. The emblem featured a solid blue square, which formed the letter “N” by extension. Inside the blue square was depicted the letter “O” in a thick white perimeter. The emblem showed the abbreviated form of “OLD NAVY.” The second part of the logo was the brand name that was similar to the 2006 variant.
(2009-Present)
Since 2009, the Old Navy logo has seen subtle yet key modifications. The font had been refined for better legibility, and the letters were evenly spaced. Interestingly, the letters “V” and “Y” were not connected at the top, unlike in the earlier variants. The blue oval had been standardised to a consistent, darker shade to reinforce brand recognition.
This design evolution reflects the ongoing commitment of the Old Navy brand to modernity. At the same time, it honoured its heritage as a staple in affordable fashion. The logo continues to embody the brand’s values of inclusivity and family-oriented shopping experiences.
The Elements of the Old Navy Logo
Colour
The Old Navy logo comprises the brand name enclosed within a horizontally-oriented oval. This emblem serves as the core of its identity. This bold and distinctive design appears in sharp contrast with the softness of rounded baselines and the strength of bold, rectangular glyphs. A similar contrast is seen in the colour scheme, where white letters appear using negative space against a dark blue background.
The colour complements the brand name by using navy blue as the primary colour. Paired with white, the logo achieves a fresh, contemporary look and conveys a sense of quality and professionalism.
Font
The letters of Old Navy appear in a bold, uppercase, geometric sans-serif typeface to enhance the visibility of the brand name. It has similarities with several grotesque typefaces, such as Rational TW Text Bold by Rene Bieder, Workaday Bold by Yes Please, and Verb Extra Condensed Extrabold by Yellow Design Studio. Another related typeface is Futura Condensed Bold, which has been designed by typographer Paul Renner.
The History of Old Navy
Old Navy is both a popular clothing brand and an international retail chain. Owned by GAP Inc., it has stores in various countries, including the United States, the Philippines, and Mexico. The company’s headquarters are located in San Francisco, California, where business operations are managed.
Before the mid-1990s, Old Navy was known as Gap Warehouse, which was a division of the American corporation Gap, Inc. However, in 1994, a rebranding exercise transformed the company into Old Navy Clothing Co. This transition was marked by the opening of the first store in Colma, California. The brand quickly expanded its footprint and reached the international market within just seven years.
Interesting Facts About Old Navy
- Old Navy is an affordable retail brand that is owned by the premier brand, GAP Inc. It began its journey as GAP Warehouse and aimed at providing affordable clothing from the famed GAP label.
- There are five flagship stores of Old Navy that are based in San Francisco, New York City, Mexico City, Washington, and Seattle. In fact, the city of San Francisco has the headquarters of this popular retail brand.
- Old Navy derives its name from a bar in Paris. Interestingly, the brand never faced any lawsuit from the original bar.
- Old Navy became very popular right from the word go. People found it quite amazing to get GAP-quality products at reasonable prices. In fact, within four years, Old Navy clocked $1 billion in profits. And by 2000, the company saw its business grow rapidly with 500 stores across the United States.
- In 2001, Old Navy expanded its footprint beyond the USA and opened 12 stores in Ontario, Canada.
- Arguably the most popular item in the Old Navy portfolio remains the denim or jeans. Available in several styles, such as super skinny, skinny, and boot cut, the Old Navy denims have a denim for everyone: men, women, boys, girls, toddlers, and babies.
- Old Navy stores are designed like grocery stores with cement floors, checkout counters, and metal shelving. This is more to attract impulse buyers who often get bored while waiting their turn at the payment counters.
- Old Navy is known for innovations. For instance, it opened a coffee shop inside a store in San Francisco and a kid’s store called Old Navy Kids.
- Old Navy created a mascot called Jenny, a married woman with a child. She typifies the Old Navy shopper and aims to draw their attention to the product’s various offerings.
- Old Navy recruited people from competitors like H&M, Reebok, North Face, Nike, and Coach to give its revenue a boost.
- Old Navy has a few markdown days for bargain hunters to shop.
- The Old Navy online site is known to offer better bargains, especially with its coupon codes.
- Shoppers can get products at 40% if they wait for the right time.
- Old Navy has competition between its brick-and-mortar stores and online stores.
- Frequent shoppers at Old Navy can avail of a great rewards program.
Finally
The history and evolution of the Old Navy logo reflect the journey of the brand from a budget-friendly clothing retailer to a global fashion icon. Each logo iteration has played a crucial role in shaping the identity and market positioning of Old Navy. It has adapted to changing consumer tastes while remaining true to its roots. With Old Navy continuing to evolve, its logo is likely to reflect future trends. Besides, it will also reflect the ongoing commitment of the brand to provide stylish and affordable clothing for all.