In the retail sector in the U.S., J.C. Penney introduced a new logo on Tuesday in an effort to update the department store's image. This is the first logo redesign for J.C. Penney in its 40-year history. 
Apparently these logo changes are not without deep thought and fraught with subtleties and symbolism, or say would intimate the department store chain's corporate spokespeople.
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"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 J.C. Penney a retail leader in the digital age," Myron E. Ullman, III, chairman and chief executive officer, said in a statement. "Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy."
The new 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, the company said. 
 

 
 


 The impromptu words Kennedy spoke called for peace.
The impromptu words Kennedy spoke called for peace.
