 This new logo did not resonate well with Cleveland shoppers who were mourning the loss of Halle's former logo.In late 1969, Halle's reverted to the "Old English" logo but kept all printed material to simply "Halle's".In 1971, After Marshall Field's purchase of the chain, they did attempt to modernize Halle's look, investing in a brand make-over campaign over the course of 1971, including retiring Halle's traditional Old English Script logo which was re-instituted to a new logo which matched that of Marshall Field's current logo.