What occurs more frequently than a Lady GaGa costume change? Perhaps JCPenney’s logo changes. With three logos in the span of a year, the latest logo was accompanied by a significant change in corporate marketing strategy. JCP’s new marketing vice president (from Apple, and thinking differently) was reportedly shocked at the confusing and constant discounting gimmicks and sales, and has ushered in a return to everyday low pricing–fair and square.
The logo has been designed to represent the new strategy. According to the press release:
“The new jcpenney logo, which combines the elements that have made jcpenney an enduring American brand, by evoking the nation’s flag and jcpenney’s commitment to treating customers Fair and Square. The square frame imagery will be evident throughout all of jcpenney’s marketing, to remind customers to frame the things they love.”
I see some similarities between the jcpenney’s logo and the recently revised Pepsi logo:
–Reliance on classic shapes
–Lower case lettering, conveying an understated, humble attitude
Although it isn’t ideal to change the logo so soon after the last revision, I do like it. (Plus, new logos are great for Plano screen printers and businesses in Frisco embroidery. This new logo makes sense, given Penney’s stated need to dramatically change marketing and pricing strategies and give consumers a “square deal”. From a screen printing perspective, the new logo will look great on Plano t-shirts, and Dallas promotional products with its large areas of flat color. It’s a bit staid for really interesting Plano embroidery, however.
One criticism–I think they should have kept the word “Penney’s” in the logo. When people head to the store, they say they are going to “Penney’s.” They don’t head to jcp. It is a lot of uneccessary work to ask your customer learn a new name.
Do you like the new J.C. Penney’s logo?
For more on brand symbols and branded logos, check out my post “A Distinctive Logo for your Start up Business.”