jcpenney launches New Logo.

J. C. Penney Company, Inc. celebrated the evolution of its enduring brand with the unveiling of a new, modern logo. Endorsed by thousands of consumers through extensive research, the fresh, bold design is the most meaningful update to the Company’s logo in 40 years. It signifies the Company’s great progress in creating a more exciting and relevant shopping experience. At the same time, it honors the Company’s iconic roots as an affordable shopping destination that is relied on by the more than half of America’s families that shop jcpenney each year.

“We’ve made significant progress transforming our Company over the last several years by infusing great style into our assortments, delivering world-class customer service, and introducing new and innovative retail technologies that have made jcpenney a retail leader in the digital age,” said Myron E. (Mike) Ullman, III, chairman and chief executive officer for jcpenney. “Our new logo reflects the modern retailer we’ve become while continuing to honor our rich legacy.”

The jcpenney logo puts greater visual emphasis on a new, lowercase “jcp” by positioning it slightly off-centered in a red box while still featuring the Company’s signature red color and Helvetica font. The logo was designed to evoke a sense of movement and discovery as the letters appear to break out of the box, symbolizing an emergence into an exciting, new future.

To choose a new logo design, jcpenney sought submissions that reflect a wide range of perspectives. Participants included the Company’s associates, several design agencies and two art schools – University of Cincinnati and Rhode Island School of Design – that collectively submitted over 200 designs for consideration. The winning design was provided by Luke Langhus, a third-year graphic design student at the University of Cincinnati, who chose to reintroduce jcpenney’s iconic red box – a symbol he has long associated with the national retailer. Langhus developed a versatile logo that preserves the Company’s namesake but can be modified to showcase the “jcp” independently, given his intent to ensure it would resonate with constantly-connected digital consumers who often use abbreviations.

The new jcpenney logo will make its public debut when the Company launches its spring marketing campaign as the exclusive retail sponsor of the Academy Awards on Feb. 27.

While advertising and direct mail will begin featuring the new logo at the end of this month, the Company expects to replace all packaging and customer collateral over the next year, with external store signage transitioning over the next three years.