Logopedia
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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 1971–1982 1982–2000 2000–2006 2006–2008
1951–1962 1962–1963 1963–1971 1971–1982 1982–2000 2000–2006 2006–2008
2008–2011, 2013–2019, 2023–present 2011–2012 2012–2013 2013 2019–2023 2019–present (secondary)
2008–2011, 2013–2019, 2023–present 2011–2012 2012–2013 2013 2019–2023 2019–present (secondary)

The Golden Rule[]

1902–1909[]

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1909–1916[]

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1916–1917[]

Golden Rule - 1916
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J.C. Penney Co., Inc.[]

1917[]

J C Penney - 1917
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1917–1920[]

Penneys - 1917
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1920–1929[]

Penneys - 1920
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1926–1929[]

Penneys - 1926
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1929–1933[]

Penneys - 1929
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1933[]

Penneys - 1933
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1933–1938[]

Penneys - 1934
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Penney's (first era)[]

1934–1937[]

Penneys - 1933xx
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1935–1943[]

Penneys - 1935
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1940–1949[]

Penneys - 1940
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1949–1951[]

Penneys - 1949
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1951–1962[]

Penney's (1951)
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1962–1963[]

Penney's logo 1962

1963–1971[]

Penneys - 1962x
Designer:  Peter Schladermundt Associates
Typography:  Unknown
Launched:  November 24, 1963

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.

JCPenney (first era)[]

1971–2019, 2023–present[]

1971–1982[]

JCPenney - 1971 Middleweight
Designer:  Heinz Waibl of
Unimark International
Typography:  Helvetica (modified)
Launched:  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[]

JCPenney logo
Designer:  Unknown
Typography:  Helvetica Thin
Launched:  December 1982

2000–2006[]

JCPenney 2000 logo
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[]

JCPenneyLogo-799871
Designer:  Unknown
Typography:  Helvetica Neue Medium
Launched:  2006
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For this period, JCPenney was displayed in a bolder font.

2008–2011, 2013–2019, 2023–present[]

JCPenney 2008
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.

jcpenney[]

2011–2012[]

JCPenney logo 2011
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.

2012–2013[]

JCP2012Logo
Designer:  Unknown
Typography:  Gotham Medium
Launched:  January 25, 2012

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
Designer:  Unknown
Typography:  Gotham Medium
Launched:  May 2013

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)[]

2019–2023[]

JCPenney 2019
Designer:  Unknown
Typography:  Custom wordmark
Moderat (corporate)
Launched:  November 1, 2019

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 (secondary)[]

Penney's 2019
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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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