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JCPenney Redesigned Its Logo So Many Times Nearly Half Of America No Longer Recognizes It

May 8, 2013, 21:25 IST

JCPenney's newest logo may be hurting the brand.JCPenney is attempting to recover from the damaging strategies it took on during ex-CEO Ron Johnson's tenure. Its logo is one of its main concerns, with branding surveys showing JCP logo awareness dropped as much as 28 percentage points from 2010 and 2012.

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In JCPenney's recent apology ad, it begged customers to "come back" to the retailer. It also featured a redesigned logo, one that used the company's whole name rather than the hip 'jcp' design taken on last year.

According to E-Poll Market Research, a trend-oriented market researcher, every redesign of the JCPenney logo since 2010 has hurt consumer awareness of the brand:

E-Score Brand

In April of 2010, JCPenney's classic logo was recognizable by 84% of those surveyed. Following a 2011 redesign, awareness dropped to 76%.

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And following the radical 2012 redesign, awareness dropped to a measly 56%.

The shift back to the old logo in the apology ad is another signal that JCPenney is looking for a major upheaval of its brand. Ron Johnson-era policies have all but brought the brand to its knees—and top-level execs and market researchers alike agree that new strategies are needed all around.

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