<img class="alignnone size-full wp-image-1929" title="penny" src="/pullinc/wp-content/uploads/2011/03/penny1.jpg" alt="" width="515" height="144" />
<h1><span style="color: #808080;">Another iconic retail brand takes a stab at crowd sourcing their logo. This time it’s JC Penney. Although it appears to be another gapification of identity design, JCPenney seems to have slid this in under the radar. Where are all the pundits who were so vocal on Gap and Starbuck’s recent identity changes?</span></h1>
Apparently JCPenney (unlike Gap) took great pains to vet this generic jewel, claiming the new design won the approval of thousands of customers, and was endorsed by two design schools. (think contributions to their scholarship funds). Read the <a href="http://adage.com/article/adages/jcpenney-s-logo-changing-bet-notice/149041/" target="_blank">Adage</a> story.

After a rigorous process sifting through 200 design submissions, turns out the winning logo was designed by a third year design student. Congratulations to the design student!  I’m sure this effort will lock into a solid entry-level position at one of the big brand design shops.  Here’s what the CEO had to say:
<h2>"We've made significant progress transforming our Company over the last several years by infusing great style into our assortments, delivering world-class customer service, and introducing new and innovative retail technologies that have made JCPenney a retail leader in the digital age," said Chairman-CEO Mike Ullman. "Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy."</h2>
Really? How does this new logo do that exactly?  I never cease to be amused at vacuous corporate PR (bullshit) copy writing.

Far more interesting to me than the design, I haven’t heard a whimper from the snotty nose bloggers who dissed all over GAP. This seems completely strange to me. Nobody seemed to notice this at all.  If nobody noticed (or cared), how will this design represent JC Penney’s so called progress at creating a more exciting and relevant shopping experience?

<strong>Love to hear your comments!</strong>