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JC Penney Logo - Design and History


JC Penney Logo - Design and History 


J. C. Penney Company, Inc. is a chain of American mid-range department stores based in Plano, Texas, a suburb north of Dallas. The company operates over 1100 department stores in all 50 U.S. states and Puerto Rico. JC Penney has been in business for over 75 years now and is one of the most widely recognized brands in the United States.

In Jan 2012, JC Penney unveiled a new logo, shown alongside to go with their new policy of more standardize pricing, which they called "Fair and Square". The new logo and rebranding effort comes just a year after their last rebranding effort. The main aspects of the logo as below

- the letters 'jcp' now appear in a blue box on top of a red square frame. In the previous design, the 'jcp' was in a red frame next to the 'enny' which was in a white box and looked a bit odd. Separating the 'jcp' makes it clear.
- The "red, white and blue" color combination is probably being used to represent the colors of the American flag and that its an American company.
- The red square apparently is supposed to reflect their new "Fair and Square" pricing.

The new logo design does not excite me at all. Adding the blue into the mix take away focus from the logo. There is a lot of white space that is wasted in the logo as well. While the new logo may look OK in print or on a website, I am not sure how they would update their stores with this logo. 

The reactions to the logo have been mainly negative but only time will tell if the new branding and the pricing model were effective.

   2011 -  In 2011, JC Penney made their first logo change in over 40 years by adopting the logo shown alongside.  The moved the "jcp" to its own red box and kept the rest in a white box. They also made all the alphabets lower case to keep it more contemporary. 
  The logo show alongside was used by JC Penney for about 40 years until they updated their logo in 2011. 


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