I know, I know, I’ve been a horrible horrible person. Last post was 2 months ago? How is that even remotely acceptable? I can say I’ve been busy, that there’s been a lot going on in my life, but truly, at heart, would that even be okay? No. I apologize, but I digress.
I was hopping through certain news aggregates, crawling through my design feeds, reading this and that, when I came across an article that I just had to rip my hands into. The thought of it, just so laughable, and provokes an “are you fucking kidding me?” response from myself, but maybe that’s just me.
Let’s all take a second here and let out a hearty laugh.
Yes, apparently J.C. Penney decided to re-do their logo. And changed it to this abomination which “was designed to evoke a sense of movement and discovery as the letters appear to break out of the box, symbolizing an emergence into an exciting, new future.”
Maybe I’m being too harsh, but really. Now, for those of you out there who are sitting at their computers, wondering just what the fuck is so funny about this. Let me enlighten you.
Back in October of 2010, Gap sent the design world ablaze with controversy after they unveiled their new logo. This, too, was a logo symbolizing the Gap brand evolving, moving into the future, and “breaking out of the box.” The only problem with this new logo was that it was ground-breakingly horrific. They took their iconic blue square, scaled it down till it was barely visible, used a gradient that recalled of the 90’s, and stuck it in the corner under some well-to-do Helvetica bold. For days, posts of outrage everywhere popped up, designers cried, and the public stood by unbeknownst to the chaos. This may seem a little melodramatic, I realize, but just a few days later, Gap took back their logo redesign (or had it thrown back in their face), and opened up the floor to designers, holding a contest to design their new logo.
It was a big deal, that fiasco. Everyone was making fun of Gap and they retreated, tails between their legs. The Gap president made it seem like it was all planned, to create buzz about the Gap again. After all, they’re not that stupid. But are they really that smart?
And now it seems jcp enney is following in their footsteps. At least they’ve kept their original typeface, the one-size-fits-all Helvetica. HA. Their new logo seems to want the consumer to start calling it JCP, but really, J.C. Penney is what’s been ingrained in our minds, and it pretty much rolls off the tongue. JCP sounds like it’s trying to be too hip. That, coupled with the awkward splitting of the name, the unorthodox mass of colour that dominates the left side of the logo, creates just an unsightly thing. This may just be nitpicky, but I understand the being uncentered in terms of horizontal placement, but the choice in vertical placement within the square bothers me immensely.
I mean, it’s not a horrid logo with crazy colour gradience and a papyrus/comic sans love child typeface, but it’s not ground-breaking graphic design either. There’s a static, been-there-done-that quality about it. Maybe they should have learned from the mistakes of Gap.