What happens when a logo-redesign fails? If you're JCPenney, the CEO gets fired and a former exec reclaims the post as was the case after its epic logo debacle.
Back in 2011, in an effort “to become America’s favorite shopping destination for discovering great styles at compelling prices,” the retailer announced it would be celebrating with a “bold new logo”. That new logo was designed by a third-year graphic design student at the University of Cincinnati.
Nevermind that the winner was crowdsourced, an unsettling trend but one that doesn't seem to be ending any time soon - this was a $17 Billion company thumbing their nose at the process. Fast forward to three years of massive layoffs, alienated customers and a near BILLION dollar loss and they end up right back where they started. (I still don't get how they couldn't see how closely it resembled the Gap's logo redesign - and we know how well that went over).With its new former CEO at the helm and its tail between its legs, JCPenney issues an apology ad.
After thoroughly confusing its customers and itself, they dropped JCP and go back to being JCPenney. I don't know about you, but I've never heard anyone reference it as "JCP," but I have heard "Penneys." Additionally, the retailer nixed the "jcp" square logo, and dropped the all lowercase lettering and go back to the logo of 2011. In the end it looks like they're playing it safe - at least for now.