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Imulus^® is a technology focused design + interactive agency.

In addition to our client services we also have a few products in the works. Our office is always filled with chatter and this blog is an outlet for our creative energy, rants and ideas.

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Feb1

JCPenney’s New Logo

posted by: Kat
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Am I the only one who doesn’t like the new JCPenney logo? I feel like people have an “Emperor’s New Clothes” complex – no one wants to come out and say it’s bad because everyone wants to believe it works.

JCPenney’s new CEO Ron Johnson is a former Apple and Target retail executive so this guy must have the Midas touch. So of course people are going to flock to his feet praising his good works with little hesitation. I really don’t want to make a Tim Tebow analogy… so I won’t.

Let’s get one thing straight: I don’t dislike what he has done to the overall brand. In fact, I really like everything he’s done so far – except the logo. I get that they are branding around America and nationalism and local businesses to combat the Swedish invader H&M. However, do they have to be so damn literal? What happened to a concept being subtle?

I also understand that they are keeping in line with the box in the previous logo, but the previous logo had no strong concept behind the box. They are building on an empty concept and injecting a cliche concept. Furthermore, I feel like it is about to fall over. It is extremely top and left heavy. I see no balance, no elegance, no subtlety.