JCPenny logo change

JCPenny decided to change their logo for the first time in forty years. They are doing this to make their logo reflect the new modern retailer they have become. To the right is a comparison of the new and old logos.(Image found here) Many people are concerned with this logo failing like Gaps logo failed, with a backlash from social media sites like Facebook and blogger. "When long-established companies, like Gap or J.C. Penney, change their visual branding, customers can become confused if no valid reason for the change is provided"(Kim Williams) I personally didn't like the lower case lettering, but might like if the JCP were still capitalized.