Have we learned nothing from the Gap, people?
Again.
In case you missed it in 2011, JCP altered it's logo of a red box with the whole word "JCPenney's" to the sans serif image you can see below on the left.
For the new logo, they have dropped the Penney's part (maybe indicative of its new non-coupon system) and added this little blue box. Look familiar? Well, that's because the Gap did something similar in 2010.
Told ya.
I can also tell you it failed, which is why many of you probably don't remember the logo fiasco. I think the new logo lasted one week-ish. In an interview with VanityFair in Oct. 2010, Gap spokesperson Louise Callagy said the new logo was supposed to "signify Gap's transition from classic, American design to modern, sexy cool."
Excuse me, that is
not what Gap is known for. I would know because I have been buying the same classic long-sleeve shirt there since I was in 4th grade. Except for one cold-weather fashion season in the early 2000s when Gap tried a similar shift of classic to trendy with their clothing line. It is also OK if you don't remember this either. It failed as well.
Luckily, I don't think JCP has a strong enough image (or elitist customer base) to elicit quite as big of an uproar as the Gap.
Unlike the Gap that desired to be more modern, JCP hopes to evoke a sense of patriotism from its customers for both its brand and country through its Americana-inspired logo. Notice how it uses elements of the U.S. flag - as if the "American Living" brand and incessant Rascal Flats music wasn't enough.
I wonder if this new logo will inspire any mocking logos. I did enjoy this response to the Gap logo:
Thanks DesignAddict for this logo
Oh gosh. That new logo is so terrible. So terrible. It looks like a failed reinterpretation of the American flag ... and I'm really not sure if such a square logo will be as easily translatable. Nor will it look good as the big, light-up logo on the front of stores.
ReplyDeleteOne word: ewwwwwwww.
I think that this logo redesign will fail just like the Gap logo did. In both cases i think the logo became cheaper looking and even if JCP is trying make a move at "best-Value" pricing you never want to look cheap in the fashion industry.
ReplyDeleteI think that it is really hard to redesign a logo at all unless you have amazing customer loyalty or your sell an addictive substance (Starbuck) to keep the customers coming back. I foresee JCP doing the same as Gap did and will with back to the original logo after a week or two.
Great find I am always interested in reading about logos and brand marks.