Through the ears of an entrepreneur

Comments: 13

Is JCPenney Chasing Waterfalls?

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?

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About Lauren Pelkey

animal lover, music enthusiast, suffolk student, account management & social media intern @smallarmyagency. italian at heart.
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13 Responses to Is JCPenney Chasing Waterfalls?

  1. brandon says:

    Not sure the logo works, but breaking it down to just JCP is so hip. Kids today love to abbreviate things. “LOL Can’t W8 2 get 2 KFC and get 1 of those famous bowls.” I think they are onto something.

  2. Claire says:

    I agree with Lauren about the white space. That logo seems hard to design around. What if you need to use it on a colored background? Not so good…let’s see how long it lasts.

  3. Kara says:

    I think this is just the first in a long line of changes we are going to see from JCP. Their new direction seems to be towards simplification, so think the negative space and shortened moniker reflect that. Also think the negative space could be used in interesting ways depending on its application.

  4. Elise says:

    I agree that the white space is awkward. I was told that the new logo was supposed to look like the American flag. The new logo doesn’t really elicit patriotism for me probably because I’m focusing too much on the negative space, but that’s just me.

  5. Elizabeth says:

    I don’t care. I saw that they are carrying MNG, my second-favorite Spanish brand. Now that Gap, Target and H&M have vanity sized me out of their stores (though I’m a healthy weight and average height), I guess I’ll be doing a LOT more shopping at JCP. My boyfriend read that they want to be the American Zara. Zara! My favorite Spanish brand!

    I often get complimented on the clothes I wear that I bought at MNG and Zara when overseas, so I can only guess that JCP will be looking at a lot more profits from the millions of women in their thirties who are not overweight but who cannot afford to spend $100s on clothes.

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  8. Kariline says:

    Me too I do often get complimented on the clothes I wear that I bought at MNG and Zara when overseas this type of program

  9. Aron Fuehrer says:

    Most JCPenney stores are located in suburban shopping malls. Before 1966, most of its stores were located in downtown areas. As shopping malls became more popular in the latter half of the 20th century, JCPenney followed the trend by relocating and developing stores to anchor the malls. In more recent years, the chain has continued to follow consumer traffic, echoing the retailing trend of opening some standalone stores, including some next door to competitors. Certain stores are located in power centers. The company has been an Internet retailer since 1998.’.:’

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