Old Navy’s identity took shape on March 19, 1994, when its first store opened in Colma, California, after Gap introduced the value focused Old Navy concept. The date carries a 36/9 imprint, a 19/1 day, 23/5 year energy, Dog Eastern energy and Pisces Western energy. Dog is compatible with Tiger and Horse and has Dragon as its direct enemy. The March 11 launch announcement remains an earlier layer of the same identity.
The strongest discovery is that Dog timing repeatedly renews the recognizable ways Old Navy expresses accessibility. In 2006, another Dog year, Old Navy searched nationwide for a new canine mascot to replace Magic, drawing more than 120,000 entries before customers selected Paco as the new Magic. In 2018, another Dog year, Old Navy planned about 60 new stores while remodeling roughly 150 existing locations, refreshing the physical expression of the brand. Tiger timing adds a supporting layer through the 2010 debut of Rockstar, which became an instant icon.
CUE: Old Navy’s 9 energy is expressed through broad reach that stays recognizable while its expression changes. The brand repeatedly refreshes the symbols, stores and experiences through which value and accessibility reach customers. Its identity remains familiar not by staying fixed, but by continually finding new ways to make that identity visible.
