Evolution of jcpenney brand with new, modern logo

23 Feb '11

4 min read

To choose a new logo design, 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 over 200 designs for consideration. The winning design was provided by Luke Langhus, a third-year graphic design student at the University of Cincinnati, who chose to reintroduce jcpenney's iconic red box - a symbol he has long associated with the national retailer. 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.

The new jcpenney logo will make its public debut when the Company launches its spring marketing campaign as the exclusive retail sponsor of the Academy Awards on Feb. 27.

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.

jcpenney, one of America's leading retailers, operates over 1,100 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet.

J. C. Penney Company Inc

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