JCP’s Screamin’ New Logo

At first, I assumed the new JCPenney commercial was a tribute to Edvard Munch.

You know, the one where everyone is screaming (cue the scary music) and screaming at the sight of posters with just-this-moment-expired sale dates and mailboxes overflowing with discount coupons.

But no, the 30-second spot was actually a prelude to the launch of JCP’s new logo (yep, another one) that was revealed 2-1-12.

For a nice review of the now “more patriotic” logo, you can go to Rebecca Cullers’ commentary at Adweek. She basically says it’s a nice departure from the crowd-sourced one we’ve all been living with for the last few years.

Personally, I’m waiting for someone to explain the connection to those screaming shoppers. Didn’t their mothers ever tell them their faces could get stuck like that?!

As a lover of print and paper – and those effective direct mail pieces that take marketing thought and are relevant to what I actually buy… along with those lovely point-of-purchase posters that always seem to orient me when I’m dazed by all that fluorescent in-store lighting – I found the whole veiled suggestion of their elimination (Enough. Is. Enough.) rather disturbing.

It made me want to scream.

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