New JCPenny Logo Unveiled

If you haven’t already heard the news, American retailer JCPenny has just unveiled a ‘bold new logo’.

According to the official press release:

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.

The ‘winning entry’ was designed by a third-year graphic design student from the University of Cincinnati…

In my opinion, this is rebranding disaster of GAP-like proportions.

This post from Brand New sums it up best.