Basic Identity Applications





Creative Director

Michael Ian Kaye

Design Director

Christian Cervantes


Greg Matson

Art Director

Brennan McGrath


Chris Rogers


Daniel Edmundson


Aarti Thiagarajan
Julia Shapiro


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Mother New York

JCPenney “Flagged” by Mother New YorkJCPenney “Flagged” by Mother New YorkJCPenney “Flagged” by Mother New YorkJCPenney “Flagged” by Mother New YorkJCPenney “Flagged” by Mother New YorkJCPenney “Flagged” by Mother New York


A chain of Amer­i­can mid-range depart­ment stores based in Plano, TX. The com­pa­ny oper­ates over 1,100 depart­ment stores in all 50 U.S. states.


To build strat­e­gy, cre­ate nam­ing, and design a new symbol/identity for Amer­i­can-made prod­ucts to be sold through­out the entire jcpen­ney depart­ment chain.


For all the brands bring­ing man­u­fac­tur­ing back home, for all the new com­pa­nies build­ing their busi­ness­es right here, Amer­i­can prod­ucts are still too hard to find. Flagged is designed to pull Amer­i­can-made brands togeth­er, to give them a spe­cial home, to offer them a plat­form, to ele­vate their cat­e­go­ry, and to give them a sym­bol that unites them as one. Born direct­ly from the jcp mas­ter­brand logo, the Flagged logo cre­ates a heart, a check­mark, and an Amer­i­can flag simul­ta­ne­ous­ly. It’s a mod­ern, icon­ic, and instant­ly rec­og­niz­able sym­bol. Our Flagged logo is imme­di­ate and pow­er­ful in its abil­i­ty to project a mes­sage of Amer­i­can pride and, in time, a cer­ti­fi­ca­tion.

Flagged was created to pull American-made brands together and provide a spotlight for them. I appreciated Mother’s development approach to arrive at a design mark and visual world for Flagged. The process was thoughtful and disciplined, building off the Flagged brand attributes: honest, collaborative, purposeful, and optimistic. The goal was to be distinctly American without telegraphing historic, distressed, or nostalgic. The design solution met these goals—bold but not loud, proud but not patriotic. Through a minimalist and clean design aesthetic, Flagged emerged a modern, fresh brand. — Emily Florio, Senior Director Strategic Marketing of jcpenney

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