JCPenney Overhauls Logo

March 3, 2011 • Fashion




As other major retail department stores catapult into the 21st century by creating new, young and hip private labels and partnering the celebrity designers, JCPenney is followiing close suit and refuses to be left behind.  The major department store chain is revamping their brand and, re-designing their logo.  Their new logo and new spring campaign was first debuted this past Sunday during the Academy Awards coverage. The more modern graphic logo is spelled in lowercase letters with the first three letters in white encompassed in a red box, with the rest of the lettering red against a white back drop.  JCPenney’s strategic plan to unveil their new logo and campaign during the most glamorous night in Hollywood was no surprise; they have been the sole retail sponsor of the Oscars for 10 years.  Their hope is to create a buzz among the Oscar viewership, who is mostly women, and this year was expecting a boost with younger viewers.  Their ads this year focus on lines MNG by Mango, Liz Claiborne and Cindy Crawford Style, as well as several of their private lables.  Their  new slogan “We make it affordable. You make it yours,” will run through May and builds on thier ongoing tag line, “New look. New day. Who knew!”

—Carmen Turner

Source: WWD

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