The Golden Rule
J.C. Penney Company, Inc.
Penney's (first era)
JCPenney (first era)
In 1969, Penneys was rebranded as JCPenney. This rebrand was led by Heinz Waibl of Unimark.
A square was added to the logo in 2000. The red square hearkens back to a very old corporate motto, "Fair and Square".
For this period, JCPenney was displayed in a bolder font.
The square was dropped in 2008.
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.
JCPenney (second era)
A new logo resembling the 2013 jcpenney logo was introduced in November 2019. On May 15, 2020, JCPenney announced it has filed for Chapter 11 bankruptcy due to the COVID-19 pandemic.
Penney's (second era)
That same month in 2019, JCPenney added a new concept store at one location in Hurst, TX. It revives the old Penney's name and began adding a barbershop, yoga studio, a Pearl Cup coffee shop on both levels, and a Dallas Cowboys shop built for social-media moments.