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Brand Update - JCPenney

JCPenney was first opened as a dry-goods store named the “Golden Rule” in Kemmerer, Wyoming by James Cash Penney in 1902. JCPenney transformation “to become America’s favorite shopping destination for discovering great styles at compelling prices” is celebrated with a “bold new logo”. 


The new logo has been designed by Luke Langhus, a third-year graphic design student at the University of Cincinnati’s College of Design, Architecture, Art, and Planning. 

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.
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