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Evolution of jcpenney brand with new, modern logo
23
Feb '11
In a move symbolizing jcpenney's transformation to become America's favorite shopping destination for discovering great styles at compelling prices, J. C. Penney Company Inc celebrated the evolution of its enduring brand with the unveiling of a new, modern logo.

Endorsed by thousands of consumers through extensive research, the fresh, bold design is the most meaningful update to the Company's logo in 40 years. It signifies the Company's great progress in creating a more exciting and relevant shopping experience. At the same time, it honors the Company's iconic roots as an affordable shopping destination that is relied on by the more than half of America's families that shop jcpenney each year.

"We've made significant progress transforming our Company over the last several years by infusing great style into our assortments, delivering world-class customer service, and introducing new and innovative retail technologies that have made jcpenney a retail leader in the digital age," said Myron E. (Mike) Ullman, III, chairman and chief executive officer for jcpenney. "Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy."

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 logo was designed to evoke a sense of movement and discovery as the letters appear to break out of the box, symbolizing an emergence into an exciting, new future.

The Company sought a new logo after launching a series of successful growth initiatives that are positioning jcpenney as a style authority through compelling merchandise offerings and brand partnerships, such as Sephora inside jcpenney, European fast-fashion brand MNG by Mango, Call It Spring by The Aldo Group, as well as the exclusive launch of Liz Claiborne and Claiborne apparel and home merchandise.

With the growing popularity of mobile devices and social networking, jcpenney has also enhanced its relevance to an ever-changing consumer by leveraging new and innovative digital technologies to make more meaningful connections with customers both in stores and online at jcp.com. Enhancements such as new in-store Findmore(R) fixtures, mobile applications, a new Facebook shopping site, and, most recently, the innovative in-store and online experience to support the launch of Modern Bride, are positioning jcpenney for growth.

As it executes its plans to achieve industry leadership, jcpenney remains committed to its CustomerFIRST culture, which centers on retaining and recruiting the best talent in retail and empowering associates to make customers their first priority. As a result of this initiative, associates are building loyalty through individualized, memorable interactions with customers, enabling jcpenney to earn the top ranking in customer service among department store retailers for three consecutive years in the annual NRF Foundation/American Express customer service survey.


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