• http://www.facebook.com/people/Sarah-B-Elmore/1115250018 Sarah B Elmore

    I like what Jcpenny has done with their logo, the square is not obtrusive like Gap’s logo…

  • http://twitter.com/LisaGemini LisaGemini

    I disagree with a lot of your arguments here. I work part-time at JCP (full disclosure). We actually have many younger customers and are doing a lot more to improve.

    The new logo is rather unimportant in the grand scheme of things. Sephora cosmetics will be inside JCP soon, and that will attract more upscale customers. Also, Mango is a new brand that JCP has brought in to appeal to a younger crowd that likes stores such as Abercrombie & Fitch or American Eagle.

    There’s also a lot to be said for the older, familiar brands like Liz Claiborne, a.n.a., St. John’s Bay and Worthington. They are high quality and last many years without fading, stretching or falling apart. That is what our customers care about. High quality merchandise and low prices, along with our customer service.

    Of far more interest than a new logo is the fact that for the third year in row, an independent organization (whose name escapes me, but may be the National Retail Federation) has polled customers and selected JCP as No. 1 in customer service.

    Customer service is our first priority and we always survey our customers to find where we might be falling down on the job. It’s not just lip service. Our managers train us in how to provide the best customer service and that the customer is always right. Our goal is to make them happy, day in and day out. That’s why many of our customers shop for 30, 40 and 50 years in our stores.

    • http://kriscolvin.com Kris Colvin

      Customer service is very important and like you, I’ve actually delivered it on the store floor many years ago. But service inside the store is just one aspect of what JCP has provided to customers over all the decades that you mention – what about the people who cannot or will not be serviced via the Internet now? Look Books with no real ordering capability will never replace the big catalogs that many customers have relied on for years.

      I can appreciate that the merchandise mix is changing – I don’t dislike a portion of what is sold there but I have found the things I am interested in personally have diminished over the years (as far as clothing goes.) In terms of home decor, they have many things I’d consider but not getting those catalogs anymore will decrease the chances I will make home purchases. The catalogs did a good job of getting my interest.

  • Anonymous

    I’ll weigh in: JC Penney changed its logo? Seriously – I thought I was following this stuff somewhat closely.

    Maybe there’s something to be said for the fact that they changed a month ago and there wasn’t this hue and cry from the vox populi designocracy.

    From my perch, I remember just one nugget about JC Penney (beyond what JC stands for): in the book “The Millionaire Next Door,” more millionaires bought Stafford suits from JC Penney than any other suit brand, by far. Why? Insane quality for the price.

    For a big box retailer like this — less so for Gap — logo and look and feel of stores matters less and less. Brands like Sephora and Mango and Stafford more and more.

  • http://twitter.com/thinkmktg Ryan Battishill

    I agree! A logo is a small piece to the rebranding puzzle and is definitely not going to have a dramatic change on performance. The reality of it all is that JCP is completely out of touch with the younger consumer. They have lost market share year over year to retail outlets like Target, and are scrambling to figure out a game plan to survive. The fact that they worked with the Collegiate American Advertising Federation this year is a sure sign they are looking for fresh ideas and a new perspective. Kudos to my Alma Mater by the way for taking second in regionals with their JCP plan! The logo is just the first step. Next will be repositioning themselves in the market. Great post!

  • guest

    It’s interesting that you linked to Brand New’s article from the last logo redesign but not link to their latest post praising the new logo. Not that I love it myself but there is actually a LOT more happening here than just a logo redo


    • http://kriscolvin.com Kris Colvin

      No real conspiracy here – I found out about the logo change because this post was getting hit repeatedly and only had time for a short update.

  • Guest

    The logo reminds me of the American flag – a plus in that it is a long-running American retail store, but a minus in that I highly doubt there are many things at JCPenney made in the USA.

    • http://kriscolvin.com Kris Colvin

      This is an issue I feel others will have too.

  • Jackson Christina
    • http://kriscolvin.com Kris Colvin

      Though I wonder if your firm has something to do with JCP, Christina, having researched who you are, and this is the cause of the snappychops remark, I stand by my comments. I got the catalog in the mail, and it is visually stunning with vastly improved copy. But the logo standing alone does not show all of the many, many elements that make up this campaign. The ads that have been on TV so far are screeching and annoying. And the nod toward “America” is a bit of lip service as we all know that some percentage reaching half or majority of the merchandise is bound to have been manufactured outside this country.

      Will this be enough to keep JC Penney relevant? I hope so, as some of the stuff in the catalog was intriguing. Will it be enough to make me get in my car and actually go find a store? Probably not. It’s not like I’m not attached to the brand from a sentimental perspective – I began my career there as a young person.

  • Moegetz

    Shame on the designers and the creative leads for this CR_AP! Who cares about JCP anyways. Just let it die and let some new fresh store rise out of the ashes. 

    Looks like one of of the comments left here was by one of those creatives. If so, how can you be in a position of leadership and defend your work with wanna-be-creatives filling their silly social-networking-101-blogs to increase there so called professional knowledge?

    Come on man. If you think you and your firm did good work, why are you seeking approval from freelancers who can’t get a full time job or run a shop? Who cares what they think. Does your client like the results? If so, have a drink with them and look forward to a working with them until the contract expires.

    Oh BTW, I’ve been in strategic branding for 15 years working with one of the best in the world. He’s laughing right now as I type this! We don’t put our names on any of our comments to keep you guessing. If you’re for real, you probably already know who we are!

    Have a great day!

    • http://kriscolvin.com Kris Colvin

      Dear Anonymouse (spelling intentional),

      I wouldn’t respond to this troll-like comment except that you have some facts wrong and I need to correct them in case prospects read your pithy remarks and think you know… well, anything. I am fairly certain you don’t know much of anything based on your ability to find this site/blog yet inability to speak with accuracy about anything going on here.

      A. We’re an agency, I’m not a freelancer who can’t get a job, I have three partners and a downtown KC office. Google me.

      B. This is not a “social-networking-101-blog” though I can see how you’d make that mistake, not knowing much of anything.

      C. It’s THEIR, not THERE “social-networking-101-blogs…”

      D. I’m pretty sure the creatives who worked on this campaign haven’t read our humble blog. Interesting you make the assumption they are reading it now, since your comments are directed to them and not me.

      E. I’m so glad you’ve been in strategic branding for 15 years. I’ve been in the business of serving clients since 1993 myself. Before that, I worked at JCP as a visual merchandiser and I do care about their brand, which I state in this post. I am for real, yet don’t know or give a fig who you are since you’re too ashamed of yourself and insecure about your opinions to represent a real person online.

      Thanks for stopping by today and littering up the internet with your meaningless commentary. I guess it’s a slow branding day, huh? Back to work for me. Adios.