The new logo will officially debut at the Academy Awards on 27 February where JC Penney is the exclusive retail sponsor

The new logo will officially debut at the Academy Awards on 27 February where JC Penney is the exclusive retail sponsor

US department store retailer JC Penney has unveiled a new logo as part of efforts to boost sales and cast itself as a more modern retailer.

The changes have been revealed a month after the Plano, Texas based firm said it was planning to close six underperforming department stores, wind down its catalogue and outlet business, and consolidate its call centres to focus on long-term growth.

“We've made significant progress transforming our company over the last several years by infusing great style into our assortments, delivering world-class customer service, and introducing new and innovative retail technologies that have made jcpenney a retail leader in the digital age,”said Myron E (Mike) Ullman III, chairman and CEO.

“Our new logo reflects the modern retailer we've become while continuing to honour our rich legacy.”

Recent addition on the fashion front include the addition of European fast-fashion brand MNG by Mango, Call It Spring by The Aldo Group, as well as the exclusive launch of Liz Claiborne and Claiborne apparel and home merchandise.

The new logo was designed to “evoke a sense of movement and discovery,” the retailer says, “as the letters appear to break out of the box, symbolising an emergence into an exciting, new future.”