JCPenney’s recently launched new logo uses the lowercase letters “jcp” inside their signature box.
JCPenney says the “fresh, bold design is the most meaningful update to the Company’s logo in 40 years.” “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 Chairman-CEO Mike Ullman. “Our new logo reflects the modern retailer we’ve become while continuing to honor our rich legacy.”
JCP says its new logo is well vetted and should not create the furvor the GAP logo did (which required some significant backpedaling). JCP accepted more than 200 redesigned logo submissions from company employees, design agencies and University of Cincinnati and Rhode Island School of Design Art Program students. The winning design was created by a University of Cincinnati graphic design student.
The logo was introduced in T.V. ads during the Academy Awards. I noticed the new logo right away but not necessarily for a good reason. I am a purist when it comes to graphic design, which is why it glaringly jumped out at me. There it was in all its glory in front of millions of people. The logo, run vertically, without the box (shown on the left below).
We read from top to bottom, so when type runs vertically it should be readable from the top down. It is as simple as that! When you see type running vertically and it runs bottom to top, it is wrong. I realize this is done frequently but it doesn’t mean it is correct.
Why would such a significant consumer brand not know “best design practices”? Why aren’t design schools teaching “best design practices” and the better question is, why don’t design agencies know this? Let’s not lose sight of these details. They convey a level of visual design professionalism and a respect for the viewing audience. Do a 180!