Michael Evamy: Creative Review Dec 2013
Struggling retailer JC Penney has abandoned its logo again, this time in favour of its classic 1969 version
Four logos in three years. No, we’re not talking about a student magazine or village shop. This is JC Penney, a retail chain with more than 1,000 department stores in suburban shopping malls all over the US. A formidable force in American retailing for over a century, it’s a US institution: the site of its first outlet, in Kemmerer, Wyoming, is a National Historic Landmark.