Bill Chandler, vice president of corporate communications, tells Co. that Gap's new logo could be thought of as a jumping-off point for something more permanent. And no, this isn't all a PR stunt.

The design studio behind the U.S. bicentennial emblem was asked to brand America’s 250th anniversary. Per one of its designers, an impossible job called for “an impossible construction.” ...

From the contest brief: “The winning design will be decided by community vote and 99designs will present the winning logo to the management of The Gap Inc as a gesture of goodwill.