JCPenney 2011 Annual Report Download - page 6

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6
| PERSONALITY
As one of our nation’s first department stores, we’re honoring our rich heritage as we
boldly prepare for an exciting future. More than a century ago, James Cash Penney founded
his company on the Golden Rule philosophy to always treat people the way we’d like to
be treated: Fair and Square. It’s a simple idea and it’s the basis on which we’re going to
reclaim our birthright and become America’s favorite store.
a new logo takes shape
We’re redefining the jcpenney brand to be a store for all
Americans – young, old, rich, poor, urban and rural – by
oering an experience they can’t get anywhere else. To
honor our roots, we’ve introduced a new brand identity
that reflects the classic elements that have made jcpenney
an enduring American name. This patriotic homage to our
nation’s flag signifies our brand promise to be Fair and Square
in everything we do while symbolizing the importance of
framing the things that matter most.
simply
American
modernizing an iconic brand