Listen, I’m not saying to stick to the rivers and the lakes that you’re used to. I’m all about letting a new creative strategy take a brand to a whole new level. But is JCPenney chasing a waterfall with their new logo? This looks a whole lot like the Gap logo mishap back in October of 2010.
JCPenney, I know that you’re gonna have it your way or nothing at all, but I think you’re moving too fast.
Is it time for a JCPenney rebrand? Probably. But is this really the visual direction they want to take? Although the old logo is a bit safe, it has a timeless quality with a high level of brand recognition that many brands strive for. This new logo, however, not only throws in a new company color (since when does blue correspond with JCPenney?) but also incorporates so much negative space that it’s just plain confusing. Negative space is good, but in this case, it seems to be more like dead/bland space.
So what do you think? Do you think the Moms of America will respond to this bold change in a positive way, or has JCPenney pulled a “Gap” on all of us?