The new logo.

JCPenney has become the latest brand to introduce a freshly redesigned logo, showing off the new look in ads that appeared during the Oscar ceremony.

The retailer is the latest addition to the list of brands that have recently tried to revamp their look with a new logo –  Gap, Comedy Central, Starbucks, etc. Sadly, many of these logos haven’t been well-received by consumers, although, in this case, response seems pretty muted.

Is a good logo redesign the equivalent of a magic unicorn? A fairytale? A fantasy? It doesn’t need to be. We asked experts from across marketing, PR, and design to help out with suggestions for how a successful logo redesign can become a reality. The comments section is open (as is our Twitter handle, @PRNewser), so feel free to keep the suggestions coming.

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