JCPenney Brand Identity System
JCPenney explored a transition to JCP, requiring a refined identity system that maintains the brand's signature red and typographic heritage while appealing to a younger audience.
The project focused on developing a scalable system rooted in existing brand equity, balancing continuity with a more contemporary expression.
The resulting identity system balances legacy and evolution, creating a cohesive and flexible visual language that supports both existing audiences and a more contemporary brand direction.
Jesse Hernandez, Brand Designer