It’s hard to even know where to start with this. I’m sure you can remember what GAP did not long ago with their attempt at redesigning their historic logo. As much as I hate to say it because I actually was fond of their aesthetic development, I don’t doubt that GAP’s redesign fail will be forever recorded in history. The amount of negative feedback they received for essentially crowd sourcing the logo redesign was of epic internet proportions.
What did we learn from GAP’s logo redesign fail?
I can really only speak for myself in what I learned and I’m sure you can agree with me. Crowd sourcing for a logo or anything design for that matter, is just like asking for an F on a report card. In purely straight forward words, it will undoubtedly end in not quality. Since GAP’s fail was so broad and heard around the world, I had really liked to think that companies saw this as a mistake and weren’t going to repeat it. How wrong I was though. Maybe a better question should be asked:
What did companies alike GAP, learn from the failure?
JCPenny, well they clearly didn’t learn much from it. They’ve stepped forth and attempted to redesign their logo, which appears to be inspired by the failed logo of GAP. Not to mention in their official press release they said this:
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.
Ok so they went to a school and “several” design agencies. Maybe its not anonymous crowd sourcing, but it sure is a form of crowd sourcing. My question is why didn’t they go with an agency or hire a great logo designer? I can name more than a few off the top of my head that are well worthy of the challenge. After all, they’re essentially changing the face of a billion dollar company. I don’t really even want to get into the design issues with their website, but by all means I would be entertained to hear your thoughts.
With that said: JCPenny I urge you to go back to your old logo or to try again. Now I’m open to hear what you think—does the new JCPenny logo pass or fail and what are your thoughts on it?