When It Was Penneys

For most of their first sixty years of existence, the signs out front read “J.C. Penney Company” or “J.C. Penney Co.” in “black and mustard yellow“ as Time Magazine described them in 1965. Straightforward and prosaic these signs were, with the exception of some nice deco versions in the 1940’s. From 1971 until earlier this year, it was “JCPenney” in Helvetica, a much-loved classic in its own