Retail giant JCPenney rolls out a new logo in an attempt to rebrand themselves as a “modern retailer.”
Prior to the official roll-out during Oscar commercials, giant retailer JCPenney announced yesterday that the company was rebranding themselves with a new logo (above right). Following GAP’s new logo debacle from a few months ago, internet critics were quick to pounce on the new design (as has become the trend), bemoaning the new design’s lack of oomph. Personally, I don’t find the new logo terribly disagreeable – the ‘jcp’ portion of the logo is a natural avatar for social media sites like Twitter and Facebook, though I could be convinced that the logo reads J.C.P. enney. due to the placement of the red box.
In any case, the logo is interesting for a couple of reasons – apparently the company is going to rebrand as jcpenney (ever-so-trendy lower case only) and it represents the first time in 40 years that they’ve decided to shake things up a little. I also find it interesting that this is yet another retail chain that seems to think they can shake off sluggish sales – the result of a protracted economic slowdown – by changing their logo.