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.
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