Penny for Your Thoughts on the New Logo Announcement

Earlier this week on February 22, JCPenny.com posted a press release that announced the future release of a new company logo. According to the release, the logo is being referred to as “modern” and “fresh and bold” while still honoring the company’s iconic roots as an affordable shopping destination.

The release provided quite a bit of detail about the new brand standard. “The jcpenney logo puts greater visual emphasis on a new, lowercase ‘jcp’ by positioning it slightly off-centered in a red box while still featuring the Company’s signature red color and Helvetica font. The logo was designed to evoke a sense of movement and discovery as the letters appear to break out of the box, symbolizing an emergence into an exciting, new future.”

So does J.C. Penny run the risk of falling into the same disastrous new-logo flop of Gap from this past year? Not according to J.C. Penny executives. To choose a new logo design, J.C. Penny sought submissions that reflect a wide range of perspectives. “Participants included the company’s associates, several design agencies and two art schools – University of Cincinnati and Rhode Island School of Design – that collectively submitted over 200 designs for consideration.” After thorough review, one was chosen as the new look of J.C. Penny.

So when can we see it? “The new jcpenney logo will make its public debut when the company launches its spring marketing campaign as the exclusive retail sponsor of the Academy Awards on February 27.”

Until then…

Published on: February 24, 2011