The founder of the branding consulting firm that worked with JCPenney on its failed logo redesign says that going back to the company's old logo will not fix its continued struggles. In an op-ed at Ad Age, BrandAdvisors founder Charles Rashall said that the reason JCPenney's rebranding failed was because the company did not make enough substantive changes to go with the logo or clearly communicate its brand story.
Read more: http://www.businessinsider.com/why-the-old-logo-wont-help-jcpenney-the-brief-2013-10#ixzz2i5B3YxV2
This is the recently ditched logo.
Does a logo change influence where or not you buy from an established company?