Old Navy is trying to change its image. The company is looking to attract a twenty-something audience. The first sign of this attempt is the company coming up with a brand new logo that they hope will freshen up their new look. The changes won't only be superficial. The clothing that the company designs will also get a revised look.

"Things are looking up," said Mark Montagna, a senior analyst with CL King & Associates told Adage.com. "Since [Old Navy President] Dawn Robertson arrived in late 2006, the decisions she's made operationally, with marketing and merchandising, have been the right decisions. Everything has been moving forward."

Old Navy wants to lose the image of a discount brand with the new look.