JCPenney announced Feb. 22 that it will unveil a new logo when the company launches its spring
marketing campaign as the exclusive retail sponsor of the Academy Awards
The jcpenney logo puts greater visual emphasis on a new,
lowercase “jcp” by positioning it slightly off-centered in a red box while
still featuring the company’s signature red color and Helvetica font.
The company sought a new logo after launching a series of
growth initiatives that are positioning jcpenney as a style authority through
compelling merchandise offerings and brand partnerships.
jcpenney sought submissions that reflect a wide range of
perspectives. Participants included the company’s associates, several design
agencies and two art schools—University of Cincinnati and Rhode Island School
of Design—that collectively submitted more than 200 designs for consideration.
Luke Langhus, a third-year graphic design student at the
University of Cincinnati, who chose to reintroduce jcpenney’s iconic red box,
provided the winning design. Langhus developed a versatile logo that preserves
the Company’s namesake but can be modified to showcase the “jcp” independently,
given his intent to ensure it would resonate with constantly-connected digital
consumers who often use abbreviations.
While advertising and direct mail will begin featuring the
new logo at the end of this month, the company expects to replace all packaging
and customer collateral over the next year, with external store signage
transitioning over the next three years.
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