JCPenney (2012)

JCPenny is an American department store chain with 840 locations in 49 U.S. states and Puerto Rico as of 2020. Ron Johnson, known for introducing the first Apple retailers, became CEO of the company in November 2011. With new ideas proposed for the company, this new logo was introduced on January 25, 2012. It came into effect on February 1st.

Logo description
The logo has a white box, interfaced with red, features a small block on the left top with letters in Gotham font saying "jcp" lowercased.

Why It's Ugly

 * 1) JCPenny says it would be an American look, but it has very little to do with the American flag:
 * 2) First of all, the blue box fills up a quarter of the logo, also, instead of 50 stars, there is a "jcp" wordmark.
 * 3) Instead of stripes like in USA flag, it has a square with a thick red outline, all under the afteromentioned box.
 * 4) The blue box looks like it has a broken edit as it doesn't fill up the picture.
 * 5) One poll said the new logo hurt "consumer awareness" of the brand.