It’s hard to even know where to start with this. I’m sure you can remember what GAP did not long ago with their attempt at redesigning their historic logo. As much as I hate to say it because I actually was fond of their aesthetic development, I don’t doubt that GAP’s redesign fail will be forever recorded in history. The amount of negative feedback they received for essentially crowd sourcing the logo redesign was of epic internet proportions.
Penney’s new logo, below, emphasizes the letters “jcp” by bringing them into lower case and putting them in a bright red box. The rest of the letters are red on a white field. Preserving the signature red and white anchors the new logo in the brand’s preexisting image while allowing it to grow. Ostensibly, the brand will do the same thing. A new slogan, “We make it affordable. You make it yours”, will support the new logo until May, and then it’ll be on its own.
JC Penney has bought seven 30-second spots during the Oscars, some of which are dedicated to its private-label brands MNG by Mango, Liz Claiborne and Cindy Crawford Style. There are also commercials scheduled featuring collections of men’s and women’s clothing outside those brands.
