JCPenney

1971–2006


In 1971, Penneys was rebranded as JCPenney.

2000–2006


A square was added to the logo in 2000. The red square hearkens back to a very old corporate motto, "Fair and Square".

2006–2008


For this period, JCPenney was displayed in a bolder font.

2008–2011, 2013–present


The square was dropped in 2008. This logo continues to be used at older locations.

Since September 2013, this logo is being used again.


 * Brand New

2011–2012


In 2011, jcpenney remodeled their look, bringing back the red square, but only covering the "jcp" part of the logo. The font is still Helvetica. jcpenney said that this is a modern look.

The logo was first used on a commercial during the 83rd Academy Awards on February 27, 2011.


 * A Penney for your Thoughts (Brand New)

2012–2013


Ron Johnson, known for introducing the first Apple retailers, became CEO of the company in November 2011. With new ideas proposed for the company, this new logo was introduced on January 25, 2012. The font has been changed to Gotham and the logo simply states JCP. It came into effect on February 1.

The logo returned the "Fair and Square" slogan that had been used decades ago, and the store format is mostly based on square shapes.

A gray version is currently used for the "jcp" brand clothing line.


 * jcpenney nails the American Look (Brand New)

2013–2014


In May 2013, jcpenney quietly introduced a new logo with the company name (still in Gotham) in lowercase. It was used alongside the 2012 logo in advertising.


 * Business Insider