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Contents

1902–1909 1909–1916 1916–1917 1917 1917–1920 1920–1929 1926–1929
1902–1909 1909–1916 1916–1917 1917 1917–1920 1920–1929 1926–1929
1929–1933 1933 1933–1938 1934–1937 1935–1943 1940–1949 1949–1951
1929–1933 1933 1933–1938 1934–1937 1935–1943 1940–1949 1949–1951
1951–1962 1962-1963 1963–1971 1969–2006 2000–2006 2006–2008 2008–2011, 2013–2019
1951–1962 1962-1963 1963–1971 1969–2006 2000–2006 2006–2008 2008–2011, 2013–2019
2011–2012 2012–2013 2013 2019–present 2019–present
2011–2012 2012–2013 2013 2019–present 2019–present

The Golden Rule

1902–1909

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1909–1916

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1916–1917

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J.C. Penney Co., Incorporated

1917

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1917–1920

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1920–1929

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1926–1929

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1929–1933

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1933

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1933–1938

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Penney's (first era)

1934–1937

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1935–1943

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1940–1949

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1949–1951

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1951–1962

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1962-1963

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1963–1971

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This logo was designed by Peter Schladermundt Associates, and debuted on November 24, 1963 - three days before its intended unveiling.

JCPenney (first era)

1969–2006

JCPenney logo.svg

In 1969, Penneys was reverted back to JCPenney, used as a secondary name until 1971. This rebrand was led by Heinz Waibl of Unimark.

2000–2006

JCPenney 2000 logo.svg

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

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

2008–2011, 2013–2019

JCPenney 2008.svg

The square was dropped in 2008. It continues to be used at many locations.

jcpenney

2011–2012

JCPenney logo 2011.svg

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.

2012–2013

JCP2012Logo.svg

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.

May–September 2013

Jcpenney 2013.svg

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)

2019–present

JCPenney 2019.svg

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)

2019–present

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That same month in 2019, JCPenney added a new concept store at one location in Hurst, TX. 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.

External links

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