This logo debuted on November 24, 1963, three days before its intended unveiling. For three months it was used alongside the 1971 logo, having been last officially seen in advertising on July 28, 1971.
January 29, 1971 (corporate) April 11, 1971 (advertising)
In early-to-mid-1971, Penneys' name was reverted to JCPenney. This new wordmark (and spelling) was first used on April 11, 1971, but was confined to limited appearances until fully supplanting the 1963 logo on July 29, 1971. Four versions of the logotype were created, labeled in the rebrand’s design system standards manual as "light", "middleweight", "heavy", and "outline". The middleweight version was the one mainly used as the store’s logo on signage and most advertising, with the other three being mainly context-sensitive. Smaller versions of each (minus the outline version) were also drafted with tweaked letterforms and spacing so that they may be more legible in small-print contexts.
1982–2011[]
Designer:
Unknown
Typography:
Helvetica Thin
Launched:
December 1982
Thinner version used in tandem with regular version
Logo with slogan
2000–2006[]
Designer:
Unknown
Typography:
Helvetica Light
Launched:
2000
A square was added to the logo in 2000. The red square hearkens back to a very old corporate motto, "Fair and Square". Commercials with this logo had it with the tagline "It's all inside"
2006–2008[]
Designer:
Unknown
Typography:
Helvetica Neue Medium
Launched:
2006
SVG NEEDED
For this period, JCPenney was displayed in a bolder font.
2008–2011, 2013–2019, 2023–present[]
Designer:
Unknown
Typography:
Helvetica Neue Regular
Launched:
2008 (original) September 2013 (relaunch) August 31, 2023 (relaunch)
The square was dropped in 2008 and the 1969 logo's font was boldened. It continues to be used at many locations.
Logo with slogan from website (2023-present)
Social media icon (2023-present)
jcpenney[]
2011–2012[]
Designer:
Unknown
Typography:
Helvetica Neue Regular
Launched:
February 27, 2011
In 2011, jcpenney remodelled 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.
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 1st.
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 grey version is currently used for the "jcp" brand clothing line.
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. This logo was officially dropped in September that year due to an extremely negative response from customers, bringing back the 2008 logo.
A new logo, set in a typeface resembling the 2013 “jcpenney” logo, was introduced in November 2019. On May 15, 2020, JCPenney announced it had filed for Chapter 11 bankruptcy due to the COVID-19 pandemic.
Penney's (second era)[]
2019–present (secondary)[]
SVG NEEDED
That same month in 2019, JCPenney added a new concept store at one location in Hurst, Texas. It revives the old Penney's name with an addition of a barbershop called The Barbery, a yoga studio, two Pearl Cup Coffee shops on both levels, and a Dallas Cowboys fan shop, along with other additions.
