the old brand is back.
Tough call: they must cut costs and gain customers, and have (probably correctly, I'd say) judged that the old logo, even with or because of – its somewhat old-fashioned feel, gives some brand familiarity and favourable associations in customers' minds. I guess there was a balance to strike between the cost of repainting all the planes and slowly rolling out all stationery and signage etc and regaining that foothold of favourable recognition. I guess I'd say the choice is right in the circumstances, which don't financially favour risking all on a new identity. JAL themselves are rolling out the positivity, calling it a "new" logo and symbolising a "fresh start".
One Japanese Facebook friend has already celebrated the logo's return and had a comment from a friend thinking of flying with JAL again. Will enough people feel the same?
Alternatively, one could ask: is going backward ever really a good decision? I'm trying to think of others that have rebranded only to revert back…