JCPenney Reverts to Classic Logo

JCPenney Co. Inc. (Plano, Texas) will revert back to the old logo it used for years before its 2012 reinvention.

Kicking back all the traces of the Ron Johnson interregnum, the retailer is also reintroducing several discontinued private brands, like St. John’s Bay, and dismantling their former ceo’s vision for Penney home stores.

The lower-case “jcp” in a blue box in the corner of a red frame will be replaced by the classic logo featuring the company’s full name.

“As we transition to a more iconic and recognizable design, the change will give our loyal customers a sure sign that we're still the store they know and love,” said a JCPenney’s spokesperson, according to the Orlando Buisness Journal. “Through recent consumer research, our customers overwhelmingly confirmed their preference for our classic JCPenney logo. [It] reignites pride in JCPenney and symbolizes the company who has faithfully served communities across America for over 100 years.”