Eleven months ago, J.C. Penney rolled out a new logo created by third-year graphic design student Luke Langhus:
While some of you thrashed the redesign, I thought it was a serviceable attempt that at least didn’t throw out decades of brand equity. And it was certainly more successful than this short-lived redesign fiasco (created not by a student, but by a famous agency):
But I take back any kind words toward J.C. Penney, because yesterday the company introduced another logo tweak:
To which I can only say, “Whut??!!”
Please share my pain (or defend this new redesign) by posting in this article’s Comments.
This article was last modified on January 6, 2023
This article was first published on January 26, 2012
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