They're not too much different, are they? They're pretty similar and they both have that classic JCPenney look I grew up with. I don't have that much of a preference between these two. I really like them both: the Helvetica, the color, and the familiarity of the brand.
And then, just recently, JCPenney announced another logo change. This one is much more drastic:
I really don't like it. I don't usually post negative logo reviews (or any logo reviews these days), but this is one logo that I actually have an opinion about, so I thought I'd post about it. Brand New's review is quite positive, and their points are definitely well thought out and valid. I just disagree.
This logo just isn't doing it for me, and here's why:
+ The typography doesn't seem to fit. Not that Helvetica is the only good font, but in this case, I think JCPenney should've stuck to it. It was working fine and it was what they had built their brand around. This almost surprises me because the new logo uses Gotham, another of my favorite fonts. But in this context, Gotham just doesn't cut it.
+ I'm not a huge fan of the boxes. A blue box on top of a red one? What's special about that? It does look like the American flag, which I think was the goal, but that doesn't outweigh the fact that I think the composition looks awkward.
+ Why bring in blue? The red was working just fine, in my opinion, and I don't think another color was necessary.
The logo does look somewhat better in application, I'll admit:
The Gotham is definitely better in sentences, and the design looks more cohesive on this brochure. But the main thing that still gets me about this logo is that it's so un-JCPenney. Re-branding is a dangerous thing, and I personally don't see a need to do it so drastically to a large, well-known company who had a logo that was just fine. I'm sure they had their reasons for redesigning the logo, and maybe it will work well for them, but it's not my favorite logo ever.
So that's what I think of JCPenney's new logo. What do you all think? I'd love to hear your opinions on it, whether or not they agree with mine!
2 comments:
I totally agree with you. I love their old logo, and I think a lot of other people associate that font, etc. with JCPenney. I don't like the new one at all; it actually reminds me of something you might find on packaging for peanut butter. :P
You're so right, Sarah! I hadn't connected this logo with peanut butter, but I see what you're saying. "jcp" is also a similar name to "Jif". :)
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