JCPenney's Logo Is Changing, Bet You Won't Notice
The retailer took pains to vet the new logo, unlike Gap, which rolled out its new design unceremoniously and seemingly without any external input. JCPenney says it accepted submissions from a variety of sources and ultimately received the approval of thousands of consumers. Company employees, design agencies and two art schools -- University of Cincinnati and Rhode Island School of Design -- were invited to redesign the logo. More than 200 designs were submitted. The winning design was created by Luke Langhus, a third-year graphic design student at the University of Cincinnati.
The logo will be introduced this Sunday in commercials set to air during the Academy Awards. All packaging and customer collateral will be updated over the next year, while external store signage will be replaced over the next three years.
JCPenney's updated logo doesn't assault consumers, which is certainly a good thing. But the move begs the question: If a logo changes and nobody notices, can that logo really signify the company's "great progress in creating a more exciting and relevant shopping experience"?