J.C. Penney has had a rough year for its brand. When former Apple executive Ron Johnson took over as the company’s CEO, he transformed the company, eschewing established department store pricing schemes such as coupons and constant sales in favor of lower overall prices. The strategy was an incredible failure, and now J.C. Penney has removed Johnson and secured billions in loans to stay afloat.

One of the things Johnson changed was the J.C. Penney logo. The new logo was a red, white, and blue squared symbol that only contained the company’s initials – jcp. It was meant to symbolize the department store’s new commitment to treat its customers “fair and square.” Now, the J.C. Penney logo may be changing again, the third time in as many years such a change has occurred.

As pointed out over at Business Insider, the company’s latest ad features a brand new J.C. Penney logo at the end. The ad is a “thank you” of sorts for customers who have returned now that prices are higher and sales are back. It’s a follow up from an earlier commercial in which J.C. Penney apologized for the changes customers saw over the past year. Both ads feature a clean, lowercase “jcpenney” logo at the end.

Though the logo change can also be seen on recent J.C. Penny coupon mailers, the “jcp” logo can still be seen all over the company’s website and social media account. J.C. Penney has not formally announced a logo change.