jcpenney Transformation Takes Shape With Bold New Logo

PLANO, Texas, Feb. 22, 2011 /PRNewswire/ -- In a move symbolizing jcpenney's transformation to become America's favorite shopping destination for discovering great styles at compelling prices, J. C. Penney Company, Inc. (NYSE: JCP) today celebrated the evolution of its enduring brand with the unveiling of a new, modern logo. Endorsed by thousands of consumers through extensive research, the fresh, bold design is the most meaningful update to the Company's logo in 40 years. It signifies the Company's great progress in creating a more exciting and relevant shopping experience. At the same time, it honors the Company's iconic roots as an affordable shopping destination that is relied on by the more than half of America's families that shop jcpenney each year.

(Logo:  http://photos.prnewswire.com/prnh/20110222/DA51975LOGO)

"We've made significant progress transforming our Company over the last several years by infusing great style into our assortments, delivering world-class customer service, and introducing new and innovative retail technologies that have made jcpenney a retail leader in the digital age," said Myron E. (Mike) Ullman, III, chairman and chief executive officer for jcpenney. "Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy."

The jcpenney logo puts greater visual emphasis on a new, lowercase "jcp" by positioning it slightly off-centered in a red box while still featuring the Company's signature red color and Helvetica font. The logo was designed to evoke a sense of movement and discovery as the letters appear to break out of the box, symbolizing an emergence into an exciting, new future.

The jcpenney Transformation

The Company sought a new logo after launching a series of successful growth initiatives that are positioning jcpenney as a style authority through compelling merchandise offerings and brand partnerships, such as Sephora inside jcpenney, European fast-fashion brand MNG by Mango®, Call It Spring® by The Aldo Group, as well as the exclusive launch of Liz Claiborne and Claiborne apparel and home merchandise.

With the growing popularity of mobile devices and social networking, jcpenney has also enhanced its relevance to an ever-changing consumer by leveraging new and innovative digital technologies to make more meaningful connections with customers both in stores and online at jcp.com. Enhancements such as new in-store Findmore® fixtures, mobile applications, a new Facebook shopping site, and, most recently, the innovative in-store and online experience to support the launch of Modern Bride™, are positioning jcpenney for growth.

As it executes its plans to achieve industry leadership, jcpenney remains committed to its   CustomerFIRST culture, which centers on retaining and recruiting the best talent in retail and empowering associates to make customers their first priority. As a result of this initiative, associates are building loyalty through individualized, memorable interactions with customers, enabling jcpenney to earn the top ranking in customer service among department store retailers for three consecutive years in the annual NRF Foundation/American Express customer service survey.

The Designer Behind the Brand

To choose a new logo design, jcpenney sought submissions that reflect a wide range of perspectives. Participants included the Company's associates, several design agencies and two art schools – University of Cincinnati and Rhode Island School of Design – that collectively submitted over 200 designs for consideration. The winning design was provided by Luke Langhus, a third-year graphic design student at the University of Cincinnati, who chose to reintroduce jcpenney's iconic red box – a symbol he has long associated with the national retailer. Langhus developed a versatile logo that preserves the Company's namesake but can be modified to showcase the "jcp" independently, given his intent to ensure it would resonate with constantly-connected digital consumers who often use abbreviations.

The new jcpenney logo will make its public debut when the Company launches its spring marketing campaign as the exclusive retail sponsor of the Academy Awards on Feb. 27.

While advertising and direct mail will begin featuring the new logo at the end of this month, the Company expects to replace all packaging and customer collateral over the next year, with external store signage transitioning over the next three years.

About jcpenney

jcpenney, one of America's leading retailers, operates over 1,100 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com. Serving more than half of America's families each year, jcpenney offers a wide array of private, exclusive and national brands which reflect the Company's vision to be America's shopping destination for discovering great styles at compelling prices. Traded as "JCP" on the New York Stock Exchange, the $17.8 billion retailer is transforming its organization to support its Long Range Plan strategies to build a sustainable, profitable enterprise that serves its customers, engages its associates and rewards its shareholders. For more information, visit www.jcpenney.net.

SOURCE J. C. Penney Company, Inc.

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