On April 14th of this year, it will have been 110 years since James Cash Penney opened his first Golden Rule store in Kemmerer, WY. It was then incorporated as JCPenney in 1913. Over all those years, the logo for the company was changed very few times. In the last three years there have been two changes. When I talked about the new JCPenney logo in 2011 I thought it was bold. JCPenney, under new leadership and direction from Ron Johnson, went another new direction at the beginning of February 2012. It, too, is bold. It is also representative of the new tagline – Fair and Square. I particularly like the patriotic theme. My only questions is – How long will this one last?