J.C. Penney Scuttles Logo
J.C. Penney is reverting to its classic logo, in a move to appeal to loyal — and likely lapsed — customers.
Under former CEO Ron Johnson the logo and company name was updated to simply jcp. That logo, introduced to much fanfare in early 2012, featured a square red frame, with “jcp” in a blue box in the top, left-hand corner — reminiscent of an American flag. The frame was used throughout J.C. Penney’s stores and marketing.
Scrapping the logo is just the latest attempt to roll back the former CEO’s initiatives. Since Mr. Johnson’s departure in April, the retailer has reintroduced popular brands like St. John’s Bay, layered in plenty of promotions and is now in the midst of dismantling Mr. Johnson’s vision for J.C. Penney’s home stores.
Under Mr. Johnson’s direction, the brand had even abandoned its Facebook page look (facebook.com/jcpenney) in favor of the square version (facebook.com/jcp).
Kate Coultas, a spokeswoman for J.C. Penney, confirmed the retailer is phasing out “jcp” in communications, noting that the classic logo has reappeared in TV spots the last few weeks. That logo, a simple red font, which features the first three letters of the retailer’s name in uppercase, is now rolling out to various print and digital pieces, as well as the retailer’s credit card, she said.