Update, May 15, 2013: Well, that didn't last long. J.C. Penney has apparently updated its logo yet again, for the fourth time in four years. Goodbye, squares; hello, simplicity. Check out the benighted retailer's latest rebranding attempt here: J.C. Penney's New Logo: Will Its Fourth in Four Years Be the Charm?

Struggling department store operator J.C. Penney (JCP), which last month said it would shutter five department stores, 19 outlet stores and two call centers in an effort to cut costs, unveiled the most substantial change to its logo in four decades as it tries to boost sales by pitching itself as a more modern retailer.

The company is using an all lower-case logo, instead of capitalizing the "JCP," while using a two-tone backdrop to emphasize the new "jcp." The new logo was designed by University of Cincinnati design student Luke Langhus, who beat out more than 200 other entrants, J.C. Penney said in a statement Monday.

"Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy," said J.C. Penney CEO Myron E. "Mike" Ullman III, in the statement.

The Plano, Texas-based company is looking to rebound after announcing last month that it would close stores and bring on activist investor William A. Ackman, founder and CEO of Pershing Square Capital Management, and Steven Roth, chairman of the board of Vornado Realty Trust, as directors. J.C. Penney said in November that fiscal third-quarter comparable-store sales rose 1.9% from a year earlier.

The new logo will officially debut on Feb. 27 with the Academy Awards broadcast. J.C. Penney is the Oscars' exclusive retail sponsor.


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I worked for JCPenney in Marketing and I know it will cost them Millions to change there logo on everything that carries it. Bags, Credit cards, banners, all there brand name packaging. Plus there signs on the out side of there buildings.
So close some more stores and make your stock holders happy.

March 04 2011 at 12:27 PM Report abuse +1 rate up rate down Reply

Very sharp. I like it!

February 28 2011 at 2:26 AM Report abuse rate up rate down Reply

This is stupid Co bull sh@t.Bye bye Penney's, CEO's take the money and run as always.I don't but American stocks because of this sh@t.

February 27 2011 at 9:32 PM Report abuse +1 rate up rate down Reply

JCP buys cheap merchandise. They mark it up 500% and give you 25% off. What a deal? How about some quality made in the USA products?

February 22 2011 at 10:11 PM Report abuse -1 rate up rate down Reply

Shopping at JCPenney's is a hassel. There is never anyone in the various departments to help. Trying to find a cashier is a pain. You have to search for a cashier and stand in a long line while one cashier is behind the counter. They cannot leave the counter for assistance in a department. I stopped shopping there. As far as their new logo being youthful, I don't think any young people are interested in shopping at Penney's.

February 22 2011 at 5:30 PM Report abuse rate up rate down Reply

It reminds me of Target's logo. But then, the difference between the two is narrowing.

February 22 2011 at 4:51 PM Report abuse rate up rate down Reply