by Will Hoffman

With the launch of this year's spring product line, Old Navy will transition its store image from "quirky kitsch" to "trendy sophistication." The clothing company is trading its full name for the minimally chic initials "ON," with a brand new logo.

"We're launching more than just a new line," said Old Navy spokeswoman Rebecca Weill. "We're celebrating, really, a whole new Old Navy."

It's the BPP's Ramble.

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