jcpenney Nails the American Look

As you might remember, jcpenney landed in the top three of my 2011 Worst list for its bake-off approach to designing the last iteration of their logo, so it was with both high and low expectations that I approached a highly public company reimagining announced yesterday. If you don’t mind, I’ll repeat the same introduction from last year: First opened as a dry-goods store named the “Golden Rule” in Kemmerer, Wyoming by James Cash Penney in 1902, JCPenney today is a publicly-traded company with 1,100 department stores across the U.S. and Puerto Rico, mostly in shopping malls. Providing fairly decent middle-of-the-road merchandise, JCPenney is an extremely popular destination for finding affordable items without the top brand names attached — they develop many o