Dive Brief:
- J.C. Penney has begun re-introducing its old red-letter logo that was phased out under departed CEO Ron Johnson's leadership.
- Under returning CEO Mike Ullman, the company has begun ditching the re-designed box logo that abbreviated its name down to "jcp."
- A Penney spokeswoman cited customer feedback, which she said favored to old logo.
Dive Insight:
Penney is trying to jettison the bad results and brand changes that it suffered under Johnson, and this is just one more example of the current priorities for bringing back what worked previously at the company. The old logo won't be a lifesaver, but it may help woo back some lost customers.
