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On February 11, 2011, during the Academy Awards jcpenney revealed their new logo. The company reported that their department store was struggling with sales and they were going to have to close some stores. So they decided that they needed to try and pitch themselves as a more "modern" retailer and in an effort to do this they started accepting submissions for a new logo.
The new logo they chose came from a design student of the University of Cincinnati, Luke Langhus, who beat out more than 200 other entrants.
I think that the change from the old logo to the new is a good one. I believe that they have achieved a more modern look by using an all lowercase font
See full article from DailyFinance: http://srph.it/ev7CcS
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