JCPenney to Bring Back Classic Logo
October 11, 2013
Plano, Texas-based J.C. Penney Co. Inc. is reverting back to its classic logo, according to Ad Age. In 2012, then-CEO Ron Johnson had updated the logo to a red square frame with “jcp” in a blue box in the top, left-hand corner. The logo was used throughout the retailer’s stores and marketing. The decision to revert back to the classic logo—which features the first three letters of the retailer’s name in uppercase and a simple red font—is part of the company’s attempt to roll back Johnson’s initiatives and appeal to loyal customers. The retailer also has brought back brands like St. John's Bay and reintroduced promotions.