Wal-Mart Changes Its Logo
June 30, 2008 by Susan Gunelius
Filed under Marketing
The Wal-Mart logo has been replaced with an updated, “sunnier” version. Wal-Mart hasn’t updated its logo since 1992 (you can see the evolution of the Wal-Mart logo on the Brand New blog. Wal-Mart claims the new logo is meant to support its overall strategy to change its reputation from behomoth to local retailer of the people. I’m not sure if anyone is going to buy that, but nevertheless, the majority of us (myself included) still shop there.
What do you think of this logo? I can’t help but be reminded of Cingular when I look at it. Take the poll below and share your opinion.
Images: Underconsideration.com and Walmart.com
Wooden. Fucking. Spoon.
This is the classic case of spending money for the sake of spending money. This new logo is lame and safe, and does nothing to bolster Walmart’s values as a shopping venue.
The asterisk is pointless and the typography is weak-spined and ordinary. Thumbs down.
Considering how much it’s going to cost to change over the thousands of Wal*Mart stores to the new identity, I simply can’t understand why this went forward.
I should also note that I don’t have an MBA, so perhaps there is some big money techniques at work that I don’t understand. Also note that Walmart is unique in that it has absolutely zero relevance to New Yorkers. We don’t have a location (and have on several occasions denied them building one) and in the absence of cars, we don’t care. Is that East-coast elitism or urban logistics? Either way, crappy new logo.
Well, I was going to voice the opinion that “as an average joe” with no marketing background and no clue as to how branding/rebranding is done, that I liked the new one better than the old, but that could harken back to days of developing training materials and hating anything with ALL CAPS.
Then, I read the hilarious post by Mr. Perez-Fox and have seen the light…When I read “Wooden. F***ing. Spoon.” I spit coffee onto my keyboard. By the way, can anyone tell me if Serif or San Serif in a logo evokes different feelings when it comes to advertising?
From a non-graphic-designer, I think the asterisk is dull but I understand they’re going for the more lighthearted look. It looks like they used an icon generator or that they bought a leftover or worse, a discount logo maker.
Bottom line- I don’t shop at WalMart and probably won’t in the future despite a new logo (because the alternatives in Austin to WalMart are more convenient and often less expensive) the same way you will continue to shop there. So re-branding when you’re a mega brand does seem like it’s either for fun or to stroke the marketing department’s ego.
poor. but the branding company can still build it strong. depends on what they do with it now
The change of the logo was not broken so dont fix it! Love Walmart it has excellent stocks!