Agency Behind J.C. Penney's Axed Logo: Going Backwards Isn't a Magic Fix

From September 2011 until mid-summer 2012, BrandAdvisors was engaged in helping revitalize the J.C. Penney brand and, in turn, bringing back integrity, simplicity and enjoyment to the retail experience. Among the first tasks we addressed was to revitalize the brand identity for the iconic 112-year-old company. The new logo mark was designed to support the vision of becoming America's favorite store while also doing what any strong brand identity does: distinguish itself in a meaningful way.

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