In the quest for getting pr JCPenney decided to reinvent their brand. Along with some new designers, they also decided it was time for a logo refresh. And who better to do this then employees, students, and of course opening it up to professionals who don't want to get paid for their work.
In the end, they almost got it. Almost. And while the minimalism approach of the jcp looks contemporary, it's the second part that falls short. Because when I see their new mark, I see enney as much as I see jcp. That's to bad. Maybe they can hire someone to clean it up on isle 4.
