National Logo Redesign

           Old Logo 

 New Logo

At the beginning of Feburary, JCPenny stores began transforming their old store image into the new one. They have rebranded not only their logo, but their entire store, which is the reason for their new brand. The new marketing strategey and reimaging of the company was the main reason for the logo redesign. The logo, shown above, incorporates the red, white, and blue of our American flag, which was done purposely because it is an American brand, and wanted the flag incorporated into it. It is also a sqaure, which was done to symbolize their "Fair and Square" pricing. The pricing was part of the highlight of JCPenny's store redesign, because they switched from constant sales to everyday low prices. Also the square is meant to give imagery of a square frame, because the thinking behind it was to "remind customers to frame the things they love". They implemented this logo when they rennovated their stores to fit the new look of their everyday low price image. They were able to replace the old logo smoothly, because everything was changing and not just the logo. I do not like the new logo, specifically how it looks on their website. Some of the images look crisper and clean, but the website logo does not look professional. I think that usuing the type, similar to Arial, makes it look cheap and too simple. Frankly, it looks like it took three minutes to create. I think that in the modern age we are in if a company is creating a new logo it should stand out and look "updated". As for the imagery behind it I do not think that anyone will know it even means that. If they want their logo to be a success they need to incorporate their Fair and Square slogan with it in their advertisements and commercials. Even then I would still suggest creating some beveled edges on the square to make it look more like a frame and three deminsional to give it some life.

Sources:

http://ir.jcpenney.com/phoenix.zhtml?c=70528&p=irol-newsCompanyArticle&ID=1652614&highlight
 http://www.blogcdn.com/www.dailyfinance.com/media/2011/02/jcplogo.jpg
http://www.businessinsider.com/jc-penney-adopts-new-logoits-3rd-in-as-many-years-2012-1