renaming files but exclude newest

Wondering if it's possible, and if so how, to exclude the newest or most recently created/modified (shouldn't matter which) file when renaming all files in a given directory. If there happen to be four files in a directory, I only need to rename the three oldest files, leaving the most recent file as is.
Right now I'm using the following code to rename files:

ren \\prodweb01\logfiles\W3SVC1\ %%f in (ex*.log) do rename "%%~ff" *.prodweb01.log

Can this be modified to accomplish what I need?

I was thinking something like this might work, but it isn't. Is this even close?
It is returning %FirstFile% correctly....

@echo off
if '%2==' for /f %%a in ('dir C:\test\prodweb01\logfiles\W3SVC1\ %1 /b/o-d') do %0 %1. %%a
if not '%2==' set FirstFile=%2
if not %FirstFile% @for /r c:\test\prodweb01\logfiles\W3SVC1\ %%f in (ex*.log) do rename "%%~ff" *.prodweb01.log