By Janet Dodrill
Have you seen the new J.C. Penney retail store logo? It rolled-out February 1st along with new pricing, store layouts, monthly promotions and low price days.
The new design features red, white and blue to utilize the colors of the American flag and emphasize an American brand. The square shape is to push their motto to treat customers ‘fair and square’, and the frame suggests that the customers remember to frame the things they love, a theme which is evident throughout their marketing.
Penney’s previously attempted to redesign the logo in 2011, however it was not received well and said to be like the GAP logo disaster (after social media backlash, Gap pulled their new logo design in 2010).
I favor their ambition and idea of a branding makeover, and personally adore their supporting TV commercials featuring Ellen Degeneres. However, in my opinion, I would tweak the new logo design, making the tiny blue box in the upper left corner larger. Why all the big empty white space inside the red frame? When the logo is reduced the company name initials nearly disappear (Also, see their favicon in their web site URL).
Will calling it by the JCP initials catch on? Anyone I know has always referred to the store as Penney’s.
Logo property J.C. Penney Company, Inc.