As you might remember, jcpenney landed in the top three of my 2011 Worst list for its bake-off approach to designing the last iteration of their logo, so it was with both high and low expectations that I approached a highly public company reimagining announced yesterday. The old logo, designed by a graphic design student at the University of Cincinnati and selected from about 200 options jcpenney requested from others, was not formally or structurally bad but it looked like, well, a student-level design exercise. For additional images and video check out this surprisingly helpful and thorough press room. Pre-sale ticket prices for the Brand New Conference in Nashville on September 15 a€“ 16 available until early May. Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work.
UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work.


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I think it looks better in the logo than in the applications, as it starts to look a little more like an electronics store. Providing fairly decent middle-of-the-road merchandise, JCPenney is an extremely popular destination for finding affordable items without the top brand names attached — they develop many of their own brands. Overall, this logo and identity are full of potential and is one of the most on-target identities for a large, very common-denominator consumer company that I have seen in a while. It express the All-American feeling jcpenney is going for and it alludes to the American flag in a subtle and sophisticated way that makes every American Presidential candidate look like a doofus for not designing a logo like this before.


This logo has the potential to transform the jcpenney brand from a mediocre mall brand into an American retail fashion icon like Tommy Hilfiger — perhaps not in quality but at least in appearance. Our short-sleeve tee features beautiful graphics on soft cotton fabric for…MNG by Mango Short-Sleeve Screen Tee for Women MNG by Mango Short-Sleeve Screen Tee for Women Cotton.



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