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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