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Struggling department store operator JCPenney, which last month said it would shutter five department stores, 19 outlet stores and two call centers, unveiled the most substantial change to its logo in four decades as it tries to boost sales by pitching itself as a more modern retailer.

They're the brands you can't help but know, with logos that nearly everyone recognizes. These companies were founded back in the 1800s and became major players in the next century -- and the one after that. And while their logos have changed over time, they're essentially just refinements of the originals.

A company's fate can rise, or fall, on a new look, and when Starbucks last year revamped the logo for its Seattle's Best brand, the general opinion was: fall (or "fail," if you lolz in social media-speak). It may have done a spell better with its new concept for the flagship siren logo, unveiled...

Starbucks, the world's largest coffee-shop chain, on Wednesday unveiled a new logo that retains its iconic green mermaid but no longer includes the word "coffee," reflecting the company's efforts to expand sales through a broader array of menu and consumer-product items.

The Gap earned nearly universal scorn this week when it unveiled its new logo. But the clothing retailer's response -- a crowd-sourcing request aimed at getting the public to design a better logo for free -- is only fueling the backlash against it.

It does not promise to turn a couch potato into an athlete, but the Nintendo Wii is one video game system that incorporates calorie-burning movement in its gameplay. That movement can be anything from a flick of the wrist to swinging a bat, boxing or using a Wii Fit accessory to do yoga or exercise...

"Seattle's Best Blood Bank?" asks the Seattle Post-Intelligencer. In a bid to create a "reassuring," distinctive brand for its subsidiary, Seattle's Best Coffee, Starbucks this week unveiled a new logo that has consumers and critics making comparisons to blood, oil and tears. With understated gray...

A chain of fried chicken restaurants launched in 2007 in China, called Ji'a'po or, according to The Sun, "Sweaty Granny," have earned the nickname by Chinese onlookers as the "long-lost sister" of the KFC Colonel. The woman's navy blue, pink and white image appears on signs that are, indeed, the...

Splat! This could be the unstated Batman-style zinger I saw every time the Nickelodeon logo appeared on the TV. Even its more adult-focused brand, Nick at Nite, had the splat outline. Reminiscent of the old days when its game show Double Dare made sticky, frequent use of the iconic green slime...

Last fall companies in Europe got this pitch: Save Your Logo, or, more specificially, save the threatened animal that's made your logo so catchy over the years. Lacoste just became the first company to jump on board. René Lacoste, a famous tennis player in the twenties, was nicknamed "the...