JCPenney revealed a redesigned logo on February 27, during the televised Academy Awards. Since one out of every two Americans shops at JCPenney, this news is very important. The new logo is all lowercase, with “jcp” in white and encased in a red box. JCPenney hired ad agency Saatchi & Saatchi to create the seven 30-second commercials that were shown during the Oscars. The new department store slogan is: “We make it affordable. You make it yours.”
JCPenney wanted to refresh its image for a more modern customer. The retailer said that “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.” That future, according to the retailer, will hopefully allow JCPenney to be viewed as a fashion leader.
Many in the world of advertising, however, are doubtful. Branding expert Eric Masi said: “When you go to lowercase like this, it’s usually to be informal, playful, young and more accessible. I assume that’s where they’re trying to take the brand. Still, it’s a pretty bland logo.”
People are incredibly resistant to change. They like patterns, and get upset if you break them. Will the new logo accomplish JCPenney’s goal of looking young, fresh, and modern?
Author: Marina Kaljaj