Home / Knowledge / News / Apparel/Garments / Evolution of jcpenney brand with new, modern logo
Evolution of jcpenney brand with new, modern logo
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.

Must ReadView All

Textiles | On 27th Oct 2016

Teijin Frontier develops Solotex RC lightweight fibre

Teijin Frontier Co. Ltd, fibre products converting company and part...

Tosha Hays addressing the conference. Courtesy: College of Family and Consumer Sciences, UGA

Textiles | On 27th Oct 2016

Industry experts discuss future of fabrics at UGA

Industry experts, researchers and military officials discussed the...

Textiles | On 27th Oct 2016

Fischer Konzept installs sixth Zünd digital cutter

Fischer Konzept, German developers of individual packaging solutions...

Interviews View All

Amit Jain
Shingora Textiles Ltd

‘In terms of fabric, the fastest growing category for us is a blend of...

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Milind Khandwe
Hindoostan Innovation Centre

‘Modern technical textile is an indispensable tool for science and...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Advanced Search