In an attempt to update the department store's image, JC Penney introduced a new logo today, and it's the first logo change in the company's 40 year history. The new logo emphasizes the new, lowercase "jcp" and places it just off-center in a red box. The logo maintains the company's signature red color and Helvetica font.
"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 J.C. Penney a retail leader in the digital age," Myron E. Ullman, III, chairman and chief executive officer, said in a statement. "Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy."
According to the company, the logo was designed to evoke a sense of movement and discovery as the letters appear to break out of the box, symbolizing their coming into a new future.