1974 J. C. Penny & Co., Inc.
At its annual meeting in Boston, Massachusetts, IDSA honored the company with a "Special Award for the Advancement of Design" for its commitment to design through an outstanding corporate design program.

In 1968, the company established an internal product design department organized and headed by Robert G. Smith, FIDSA. For more on the biography and career of Mr. Smith, see his bio in the section on IDSA Past Presidents.

In 1974, the company launched its new Design System, a comprehensive graphic program integrating advertisements, logotypes, and signage. The system was designed by Bob Smith and Edward Gorman of the Penney staff, in collaboration with Unimark consultant Jay Doblin, FIDSA. For more on the biography and career of Mr. Doblin, see his bio on 100 Years of Design-A Chronology 1895-1995).

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