JC Penny Going Back to Old Logo

We would think that companies must be very careful when it comes to their logo, packaging and branding. But more often there are incidences of reckless changes to branding elements that can be detrimental to the brand identity.

One recent example of this phenomenon is JC Penny’s logo change. In last few years company’s logo has gone through a number of design changes which in my opinion is not only a waste of resources but also negative for the brand identity. Customers identify a brand with a logo; it is related to the image the company creates as a result of its distinctive products or services. In my opinion customers don’t have as much preference for the logo but the company.

JC Penny

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