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1902–1909 1909–1913 1913–1948 1948–1963 1963–1971 1969–2006 2000–2006
2006–2008 2008–2011, 2013–2019 2011–2012 2012–2013 2013 2019–present 2019–present
2006–2008 2008–2011, 2013–2019 2011–2012 2012–2013 2013 2019–present 2019–present

The Golden Rule


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J.C. Penney Company, Inc.



Penney's (first era)




Penneys - 1962.svg

JCPenney (first era)


JCPenney logo.svg

In 1969, Penneys was rebranded as JCPenney. This rebrand was led by Heinz Waibl of Unimark.


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".



Logopedia Info.svg

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

2008–2011, 2013–2019

JCPenney 2008.svg

The square was dropped in 2008.



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.



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)


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)



Logopedia Info.svg

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.

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