When it comes to a redesign, brands should treat their logos like delicates in the wash—gentle cycle.

While other retailers have struggled in recent months to get it right—we won’t name names, so let’s just call them Gap and Urban Outfitters (oops)—JC Penney has proven the exception with its recent logo change.



The subtlety of the new logo, which features a similar (if not the same) font to that of its predecessor, uses a simple, non-distracting box to focus the eye on the lowercase “jcp.”

“Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy,” Mike Ullman, chairman and CEO of JC Penney, told Advertising Age.

According to Ad Age, the clothing and home décor outlet “took pains to vet the new logo” after accepting submissions from a multitude of sources.

The retailer plans to unveil the new design during this Sunday’s Academy Awards, with packaging and other in-store branding getting updates over the next year, reports Ad Age.

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