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".