on the 26th, brand new scooped jcpenney’s logo launch. there was plenty of uproar at the time. in light of last year’s gap-gate, judgement has been reserved, awaiting more information. well the information is in. here is some of the new information coming to light:
1 // you can find a brief justification of the design process that got jcpenny from point a to point b here.
4 // here are two examples of a current television ads addressing these impending changes:
5 // and thanks to the usps here is a look at the mailer campaign
so, the logo seems like it’s almost there. we get the red square, but the type in the blue box needs finessing… primarily a visual adjustment to the left to compensate for the roundness of the “p.” the interaction of the blue box and the red square is creating a lot of tension; visually the blue box doesn’t read a quarter of the whole and the juxtaposition of the red and blue shape seems un- or under-considered. the red and the blue are very primary and don’t print or screen well; they also do not play well with other colors [of which their print application is filled with]. the red, white, and blue- the flag, it all seems very literal. there is by no means any subtlety of suggestion or layers of communication to this logo.
the thing that seems to be throwing viewers for a loop is that the applications are pleasing, harkening to an aesthetic akin to real simple magazine. particularly in print, the applications seem fresh and modern, however a solid application is not an identity. try as it might, great photography and graphic elements can’t make up for the lack-luster logo. a great brand comes from all the pieces individually being great; when one is sub-par then the whole brand can only compensate so much. a logo is the base of an identity. the almost-there americana is holding back the whole brand.
this whole situation seems a bit daunting. overall analysis would suggest that jcpenney should note the positive response to the applications and employ that learning to the logo.