JCPenney's New Logo Goes for Fun and Young

Oscar viewers will get a glimpse of jcpenney's new look on Sunday when the chain unveils a redesigned logo, tag line and fashion focus in several commercial spots during the awards ceremony. It's part of the department store's effort to refresh its image for a more modern customer.

"We've made significant progress transforming our company over the last several years by infusing great style into our assortments, delivering world-class customer service, and introducing new and innovative retail technologies that have made jcpenney a retail leader in the digital age," said Mike Ullman, chairman and CEO for jcpenney. "Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy." The new tag line declares, "We Make It Affordable, You Make It Yours."