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New Logo for J.C. Penney

Posted on February 22, 2011 by HFN Staff

PLANO, Texas-J.C. Penney has created a new, modern logo, its first meaningful logo update in 40 years, according to the company.

The J.C. Penney logo puts greater visual emphasis on a new, lowercase "jcp" by positioning it slightly off-centered in a red box while still featuring the company's signature red color and Helvetica font. The logo was designed to evoke a sense of movement and discovery as the letters appear to break out of the box, symbolizing an emergence into an exciting, new future.

"We've made significant progress transforming our company over the last several years by infusing great style into our assortments, delivering world-class customer service, and introducing new and innovative retail technologies that have made J.C. Penney a retail leader in the digital age," said Myron E. (Mike) Ullman, III, chairman and chief executive officer for J.C. Penney. "Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy."