How excited are we that an apparel brand finally had a good logo redesign? JC Penney will unveil an updated logo and slogan during the Oscars on Sunday, and they’re both really good. Meanwhile, The Gap and Urban Outfitters are kicking themselves in the shins for not hiring whoever did the new work for Penney’s.
Penney’s new logo, below, emphasizes the letters “jcp” by bringing them into lower case and putting them in a bright red box. The rest of the letters are red on a white field. Preserving the signature red and white anchors the new logo in the brand’s preexisting image while allowing it to grow. Ostensibly, the brand will do the same thing. A new slogan, “We make it affordable. You make it yours”, will support the new logo until May, and then it’ll be on its own.
JC Penney has bought seven 30-second spots during the Oscars, some of which are dedicated to its private-label brands MNG by Mango, Liz Claiborne and Cindy Crawford Style. There are also commercials scheduled featuring collections of men’s and women’s clothing outside those brands.
Overall, we think it’s a smart update. What do you think of the new logo?
New Logo, Slogan for J.C. Penney [WWD (Subscription Required)]