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J.C. Penney's Identity Crisis In One Screenshot

Do a Google Image search for "J.C. Penney logo." The retailer says it's changing its logo again.

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J.C. Penney confirmed Wednesday that it's returning to its former logo of "JCPenney" written out in red, Helvetica font, which will be the struggling company's third logo change in less than three years. This one was last used in early 2011.

The retailer is scrapping the "JCP" inside a square that former chief executive officer Ron Johnson championed and is skipping past another "bold" logo iteration introduced under current chief Mike Ullman in February 2011.

J.C. Penney, which has been looking to undo mostly disastrous changes made by ex-Apple retail chief Johnson during his 17-month tenure at the company, told AdAge yesterday that customers "overwhelmingly confirmed their preference for our classic J.C. Penney logo" in recent consumer research.

Maybe this one will stick.

Sapna Maheshwari is a business reporter for BuzzFeed News and is based in New York. Maheshwari reports on retail and e-commerce.

Contact Sapna Maheshwari at

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