J C Penney

Penney has just changed their logo -- again, the second time in a year. The new one features only the company initials ( or ticker symbol for us stock geeks), lower case letters, and a box that is supposed to remind you of the United States flag.


Last year's logo had some of the same elements: the box, the lower case letters, but the full name.



The logo before that was much more formal.



It will be interesting to watch the reaction to the new logo as it is quite a departure from the previous ones -- and I don't think anyone says "hey, let's go shopping, I need something at jcp".

Kelly Services

Kelly Services provides temporary help services worldwide.

The movie "Nine to Five" with Dolly Parton describes the business environment of the 1970s and earlier when men were management, women were secretaries and clerical help, and the glass ceiling was very low. This logo epitomizes that world; without a doubt, office temps were all women.

The company's current logo is either more politically correct or just reflects the modern experience. Women are CEOs of major companies like Pepsico and Hewlett Packard and office temps are sometimes men.

United Parcel Service

Prior to 2003, the United Parcel Service logo featured the "bow-tied package".


They kept the shield shape but the new one looks more modern and computer generated instead of hand-drawn. Like Caterpillar and Deere, UPS has done a good job of making a color synonomous with the brand.



When you think of UPS, its service and and its brand, "packages" and "brown" both work.