JCPenney has thrown in with all the other brands suffering sluggish performance in the belief that a logo change will make a difference.
Penney's new logo moves around some red furniture, drops to lowercase and presto!: "Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy."
Maybe due to the punches in the guts lately from some truly questionable logo redesigns, JCPenney's move doesn't look all that disagreeable. But then, that might be the Gap logo hangover talking. But this is no small logo change, even if it looks like it was made using the Gap logo-maker. JCPenney is remaking itself into "jcpenney."
To go by the brand's statement on the new logo, this is more than just a new logo. The rebranding announcement begins, "In a move symbolizing jcpenney’s transformation to become America’s favorite shopping destination…"
Throughout the release, the brand refers to itself as "jcpenney." JC Penney jcpenney will formally launch its new logo at the Oscars, where last year it unveiled a new look:
"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."
We understand where the brand is going with this. Dropping the case in the logo seems to make sense because the core "JCP" of the brand is called out by the red framing.
The red square behind the letters "JCP" forms a natural avatar, one that has already rolled out to its Twitter and Facebook page, where it comments: "We’re very excited to unveil the next evolution of our logo with a new modern look! It’s fresh and bold, yet reassuringly familiar. Thank you to all our loyal customers who helped bring our new logo to life."
Still, it may look clean and modern but we have to admit we're not blown away. The new lowercase jcpenney brand identity just looks so… unimportant, particularly for one of the most iconic retailers in American history. But that's the image the retailer is trying to shake.
What Penney's is trying to do — to make itself more youthful, a goal outlined in its long-range plan — is understandable. And sure, the kids with their texting and "r u 2" language are spiteful of capitalization. But like a US Senator that sends out tweets using "omg" texting lingo, it comes off as (sorry, JCP!) underwhelming. Your thoughts?