從星巴克、GAP到Airbnb：歷數那些不如不換的品牌logo

????JCPenny

????發布日期：2012年

????壽命：一年

????對于JCPenny公司來說，有關logo的苦水著實不少。這家公司曾經在四年時間里，年年都換一次logo的設計。2011年，該公司丟棄了它的經典logo，取而代之的是一串小寫字母和一個紅框框。然后它又舉辦了一場征集新設計的競賽。最后勝出者，是把小寫的“jcp”三個字母放在一個藍塊塊里，外面圍著一個更大的紅框框。不過大概一年后，他們就改變了這個設計。當然，logo接連變換的同時，該公司的經濟狀況也是步履蹣跚。2012年第四季度，JCPenny報虧5.5億美元。

????JCPenny

????Date released: 2012

????Lifespan: A year

????For JCPenny, the logo woes were many. In fact, the company switched up its design every year for four years. In 2011, it threw out its classic logo for another featuring lower case letters and a red box. It then held a competition for a new design. The winner? A lowercase "jcp" in a blue box, bordered by a bigger red box. The tweak didn't make customers happy, however, and they changed the design back a year later (having also changed the logo a year before that in 2011). Of course, all these redesigns came as the company stumbled financially, capped by a $550 million loss in the fourth quarter of 2012.