JCPenney has undergone a lot of changes in an attempt of revival, even removing former CEO Ron Johnson after a 16-month long tenure. Now the company is reaching out yet again to its customers by redesigning its logo.

The company has turned away from the boxy, modern logo it used when Johnson was in charge and has quietly rebranded it to a more classic -- and less abbreviated -- style. The Johnson-era logo had the company name shortened and placed inside of a square, meant to evoke the company's message of "fair and square" prices. The new logo, which writes out the company's full name in all lowercases, has been stealthily added to recently released promotional material.

JCPenney is attempting to battle back after taking a bit hit to sales under Johnson. The company lost $43 billion in sales, and holiday sales dropped 32%. Business Insider also claimed that while Johnson hoped to appeal to younger customers, in the process he failed to connect to that demographic and alienated other long-term customers.

Johnson was replaced in April 2013 by his predecessor, Mike Ullman.

However, this according to Business Insider, the nearly annual logo changes made in recent years left shoppers less aware of the brand. Market research polling company E-Poll claimed that brand awareness dropped from 84% to 56% between spring 2010 and spring 2012.

The company has recently received a new infusion of cash: Goldman Sachs backed the company to the tune of $1.75 billion.

Earlier this month, the company released an advertisement appealing to loyal customer to return to their stores. "Come back to J.C. Penney," the ad said. "We heard you. Now, we'd love to see you."

Check out JCPenney's new ad!

Tags: business retail jcpenney