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As soon as I read the news about JCPenny redesigning their logo, my initial thought was: major fail. Remember when the Gap made this branding mistake back in 2010? They got tons of buzz… but negative buzz is all, and they responded with leaving well enough alone. Now JCPenny is feeling the strain of retailer identity and trying to make their customers loyal to them once again by getting back to their roots.


New JCPenney Logo


The new design is said to evoke the American flag, and their commitment to treat customers “Fair and Square”. Fair and Square relating to a new pricing strategy they are also implementing. A recent company press release stated,


The square frame imagery will be evident throughout all of jcpenney’s marketing, to remind customers to frame the things they love.


Now this is the second time in one year that the company has tried this re-branding idea. Early 2011, this logo was released:


New JCPenney Logo


http://seg.sharethis.com/getSegment.php?purl=http%3A%2F%2Fshoppolished.wordpress.com%2Fwp-admin%2Fpost-new.php&jsref=&rnd=1328155359283And let’s not forget the pre-2011 image:


What are your thoughts on the idea of this marketing and pricing strategy? Do you think they are on the right track to boosting sales and retaining clients? I can appreciate how important branding is for a company, and feel each time the logo is switched up it creates confusion amongst consumer recognition.

On the contrary; the movement from its current business model of open floor selling to JCP shop-in-shops inclusive of different designers has caught my attention! When names like Nanette Lepore are dropped in correlation to JCP- I am totally hooked. Follow this story here to get the scoop!

So what do you think of the new changes JCP is investing in?? Will you shop?