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JCPenney's New Logo

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Did you know that one out of every two Americans shops at JCPenney? This is why this news is a big deal: JCPenney will unveil a newly redesigned logo and slogan this Sunday, during the televised Academy Awards. The company's ditched capitalization for a new look this year—the new logo is all lower-case with "jcp" in white encased in a red box. JCPenney has commissioned ad giant Saatchi & Saatchi to create seven 30-second commercials that will air during the Oscars. According to WWD: "There are separate ads for MNG by Mango, Liz Claiborne and Cindy Crawford Style." The new department store slogan will be: "We make it affordable. You make it yours." [WWD]