JCPenney isn't playing fair when it comes to their new square logo, at least according to the design firm who created it.
On Wednesday visual merchandising and branding firm Hudson + Broad filed a $40 million lawsuit against the retailer alleging breach of contract and misappropriation of trade secrets over a Plexiglas LED square that was created for the "Fair and Square" campaign.
According to the suit, Hudson + Broad developed a large LED square fixture that changes color by remote control after discussions with JCPenney execs in December.
They obviously liked what they saw and asked the firm to deliver 1,800 units of the fixture and even installed one for the big unveiling in January. But when it came time for the full roll out in April, JCPenney told them they got someone else to do it.
Even though Hudson + Broad is threatening legal action, they said a simple apology would make things better because they "want to produce this order and work with them for many years to come".
In other words, they know this a huge opportunity and are determined to get their money one way or another.
JCPenney has 21 days to either kiss and makeup or lawyer up.
[Image courtesy of WWD.]
Tags: breach of contract, fair and square, hudson broad, jcpenney, lawsuit