Fair & Square I JCP’s New Look

{by Jen Soule} - February 7, 2012

Fair & Square I JCP’s New Look
Last Wednesday, February 1st, jcpenney launched their new store wide transformation. The changes include:
• New Corporate Identity
• Includes New Pricing Strategy
• Monthly Promotional Cadence
• Substantial Changes to Merchandise Content & Presentation
• Welcoming Ellen DeGeneres as Their Spokes Person
INTERESTING FACT: In her teen years, Ellen was a jcpenny associate

If you haven’t seen their new commercial or ads you have been living under a rock!
They are everywhere and I think they did a great job. They are clean, humorous and I like their ending Facebook page push. As for their new logo, I am not sure I am sold.

The logo concept as described by PR Newswire:
“The new jcpenney logo, which combines the elements that have made jcpenney an enduring American brand, by evoking the nation’s flag and jcpenney’s commitment to treating customers Fair and Square. The square frame imagery will be evident throughout all of jcpenney’s marketing, to remind customers to frame the things they love.”

I am interested to see how the logo and elements are applied threw out the store, but till then I find the logo too literal. What do you think?

Source: PR Newswire