In what has to be the most under whelming unveiling yet — and a bad case of stolen thunder — for one of the largest retailers in the world, Walmart (unhyphenated as a single word from now on) just uploaded a formal, band-aid of a press release to their web site confirming the logo change that surfaced over the weekend when The Wall Street Journal reported that the Memphis and Shelby County Division of Planning and Development had received documents from Walmart with the intent of opening a prototype store there. An artist rendering on those documents showed a new sign over the facade of the proposed store.
Artist rendering of the new signage. All I can say, though, is "Really? This is the best Walmart can do when it comes to renderings?" Oy.
As a reason of why the logo change, the reports on newspapers all allude to Walmart's continued evolution and progression from its less-than-glamorous reputation and image as an invasive retailer with less-than-desirable employment and environmental practices. And the evasive press release does little to explain anything:
But what really matters is what happens out there in the stores. This update to the logo is simply a reflection of the refresh taking place inside our stores and our renewed sense of purpose to help people save money so they can live better.
So with no reasoning or no explanation of what the new star burst stands for, or why the decision to change to a single word, all we have to go by is the logo that replaces the 16-year-old sans serif that was as thick and heavy as the beige boxes it adorned for so long. The new logo is rumored to have been designed by New York-based Lippincott — and I will happily amend this as soon as there is more information available. The change to title case helps humanize Walmart with a name that reads more like John, Albert, Sarah or Wilbur; it really looks very different and sets a different tone. The wordmark is nice and friendly and has enough customization to feel more proprietary than out-of-the-box. The new icon, however, is very questionable. It reflects technology start-up or telecommunications company before it does discount retailing that will make anyone live better. Sure, it might represent a flower or a sun, but the execution is too modern and cold to be seen as a natural element.
The new store environment and applications of the logo will define how good this can be and if the whole package supports this initial tease. I remain skeptical yet optimistic, but not too much. To leave you with some inspiration, here are Walmarts' logos over the years, picked from this page — do note the tuscan-faced logo of the 1960s, wow.
Thanks to everyone who e-mailed over the last three days about this logo.
Jump to Most Recent Comment
dante’s comment is:
looks like a sphincter?
On Jun.30.2008 at 03:10 PM
Kris’s comment is:
Walmart; assholes.
On Jun.30.2008 at 03:12 PM
Remy Overkempe’s comment is:
Ugh, too couldhavebeenanybodyslogo for me. I actually liked the 1992 logo, with the star as hyphen. Yes, it's heavy, but at least it's not overly generic, like that freaking "sun."
On Jun.30.2008 at 03:14 PM
Eli’s comment is:
Loading... Loading... Loading...
dg3’s comment is:
The font is decent enough without the added thingy (whatever it's supposed to be). Take that off and you'd have a nice revamp.
On Jun.30.2008 at 03:20 PM
Mr Posen’s comment is:
Perfectly Bland
On Jun.30.2008 at 03:22 PM
Evan Rowe’s comment is:
I agree with Armin; the word mark isn't so bad, but the sun/flower/burst/thing is just uninspired. Plus, for some reason when the two elements are combined, I almost feel like it would be better suited as the logo for a pharmaceutical company. It seems adequately sterile and tech-ish enough for that.
On Jun.30.2008 at 03:23 PM
Casey’s comment is:
I can't help but think of the Wii when I see that "W". As for the mark, what the hell is that? A Chinese throwing star? A sun? The steering wheel on a sailboat? An asterisk? I think this lame execution is just the Wacom logo before it got hammered off of boxed wine from the Walmart liquor department.
Aaron’s comment is:
Although dante's visual does come to mind, it's what happens when you mix a sun with a star. It's weird.
On Jun.30.2008 at 03:36 PM
Jw’s comment is:
How boring. Can something be so bland and so nauseating at the same time? It's exactly the type of generic mark I'd expect a giant, morally challenged mega-company to use to try to "soften their image".
On Jun.30.2008 at 03:43 PM
macu’s comment is:
mmmmmmmm its strange but I liked, its more mmmm shinny, sunny
On Jun.30.2008 at 03:47 PM
Sam’s comment is:
I think the wordmark and the logo are big improvements - much warmer and friendlier than in the previous version. The color of the text is good. The yellow of the logo looks ugly on my monitor, but perhaps it'll look better in print or on signage.
On Jun.30.2008 at 03:48 PM
Ren’s comment is:
I think that the little sun thingy looks a lot like one of the sprites used to animate Pac-Man as he dies from getting eaten by a ghost.
Perhaps that's just me.
On Jun.30.2008 at 04:00 PM
Ingo’s comment is:
I think it's a huge step down. The old logo was far more powerful. And why not only the typeface, without the cheap sunny thing?
On Jun.30.2008 at 04:01 PM
Nick’s comment is:
I was hoping when I read this that it was april fools day...guess not
disappointing Lippincott (if it is the case, say it aint so)
On Jun.30.2008 at 04:05 PM
lodenmuse’s comment is:
OMG, IT'S SO F-ING HUGE!!!
What the hell is up with that giant asterisk?
But really, this is not Wal-Mart. This is K-mart, Apple, and Sprint churned through a meat grinder. This would be nice for a competitor of Foto-Mat (I guess they're not around anymore). The breezy blue and sunny spurt would look nice on little huts sitting in the middle of a parking lot... at Wal-Mart!
This makes me aware of how appropriate the former "big box" logo was: "We're Wal-Mart, we're big, and we're gonna sell you everything." And with the 'MADE-IN-USA' star-as-hyphen.... "Oh yeah, and *BAM*, we're patriotic, too."
So the new one is kinder, gentler, but very inappropriate.
On Jun.30.2008 at 04:15 PM
Paul’s comment is:
so whats the Asterisk supposed to refer too
IE
* don't mind the starving people in china making our stuff
* oops sorry for the stuff disintegrating your foot
Tristan’s comment is:
Maybe it's just me, but the new burst looks like the negative space in the Star Wars Galactic Empire logo. Coincidence?
On Jun.30.2008 at 04:19 PM
Eli’s comment is:
Walmart* Fucking America's working class in the sphincter since 1962
On Jun.30.2008 at 04:20 PM
Christopher’s comment is:
I'm not positive, but I'm pretty sure that the "star" logo, means/meant something different than the "hyphen" logo. Stars were only for SuperCenters. I worked in real estate publishing. And we would use either "Wal-Mart" or "Wal*Mart" depending on the type of store we were referring to. This by way of Wal-Mart's own style guide.
On Jun.30.2008 at 04:21 PM
LL’s comment is:
It's like a ring of golden cannons, all aimed at small-town America.
The blue, of course, represents the depression Wal-Mart employees cannot afford to medicate.
General Critic’s comment is:
I'm not positive, but I'm pretty sure that the "star" logo, means/meant something different than the "hyphen" logo. Stars were only for SuperCenters.
Nope. All stores used the star logo, which I was told was adopted upon Sam's death in 1992 as a subtle tribute. The only reason it might have seemed like it was exclusive to Supercenters is because those stores were newer, and as they replaced the older stores, they would have the new signage, while older stores kept their old hyphen-logo signs.
In Canada, the company must have thought the star was a bit too U.S.-centric because they used the hyphen logo there until just recently.
On Jun.30.2008 at 04:40 PM
Michael’s comment is:
People seem hung up on the yellow mark. It is ugly, but my suspicion is that it was born of Target-envy.
On Jun.30.2008 at 04:40 PM
keef’s comment is:
I'm holding judgment on the mark, but I remember at Christmastime this past year, Wal*Mart was running tons of commercials and at the beginning of the commercial was....you guessed it...that little mark spinning around in the bottom right corner of the screen.
I had no clue what it was for...and I still don't.
On Jun.30.2008 at 04:41 PM
Swifty’s comment is:
It looks more like an update to this dead retailer's logo:
Michele Alemanno’s comment is:
It's the Wallpaper* logo!!
On Jun.30.2008 at 04:55 PM
Beth’s comment is:
Eeesh.
I suppose my opinion is colored by the fact that I am not fond of Walmart, but eh. It's rounder and warmer and fuzzier than the "I am a big box store" old logo, but it just seems so bland.
Was that "artist rendering" made in Microsoft Paint?
On Jun.30.2008 at 05:07 PM
JJ’s comment is:
They have bigger problems than their identity design that's for sure. But, I'm willing to bet that the strategy was to come up with something that would help humanize their brand, much like the work that the Martin Agency is doing for them. (go here On that level, it works better than the old, but good lord it's bland, bland, bland. It looks like ten or twenty other redesigns we've seen over the last year. I'm not sure I could like any wal-mart logo as it's difficult to separate my personal objections to their business practices - but this one doesn't even tempt me to reconsider. And if you are to go with an asterisk, at least scale it down a bit, don't ya think?
Armin - thanks for the thorough post and quick research.
On Jun.30.2008 at 05:15 PM
Jerry Kuyper’s comment is:
Some resemblance to Wallpaper* indeed.
I'm interested to know if everyone here hates the Wallpaper* logo as much as they appear to hate the Walmart* logo.
If not, I would suggest it is Walmart they hate, not the logo.
On Jun.30.2008 at 05:17 PM
Greg’s comment is:
Agreed. Good post Armin, I posted something similar today as well, here.
On Jun.30.2008 at 05:29 PM
Mr Posen’s comment is:
"I'm interested to know if everyone here hates the Wallpaper* logo as much as they appear to hate the Walmart* logo."
err, formally they are very different.
"If not, I would suggest it is Walmart they hate, not the logo."
Anyway, you make a good point, as Paul Rand stated:
"A logo derives its meaning from the quality of the thing it symbolizes, not the other way around."
Chris Mills’s comment is:
The old Wal-Mart signs will clutter up the small towns much like their vacant stores. Sad.
On Jun.30.2008 at 05:36 PM
Paul Lloyd Johnson’s comment is:
What a shame, they could have done a lot withe the star motif between the two words, rather than this! It reminds me of a holiday airline logo!
On Jun.30.2008 at 05:57 PM
Zach’s comment is:
The first thing that came to mind was a diaper logo. It looks more human, but the sun or star is really strange. I'm still skeptical, seems like a new coat of paint over the same practices.
On Jun.30.2008 at 05:58 PM
kevin tucker’s comment is:
If I had to pick just one thing that bothers me about this, it's that the "burst" is just a bit too high, at least in the logo. In the rendering, it appears to be vertically centered with the type.
On the other hand, if it's meant to be an asterisk, it's too low : )
On Jun.30.2008 at 06:06 PM
R Adams’s comment is:
It is a new age logo guys. IT IS A SUN LOGO.
On Jun.30.2008 at 06:29 PM
Andrew’s comment is:
It would appear that Walmart has discovered their inner Target.
That said, I'd rather be the brand with the bulls-eye and not the butt hole.
Not only are they abandoning the all-caps, bold and overtly masculine logo from the past decade, but they are abandoning the portion of their customer base that has chosen Walmart as their "big box store" of choice. Now, let me ask where are all the stereotypical men of middle-America going to go shopping for their deodorant, motor oil, frozen meals and ammo? They aren't going to go to Target, since they think Target is for chicks, and they sure aren't going to go to Walmart if they begin "brand-mirroring" Target to steal all the soccer moms back as customers.
Seems very, very off-brand... isn't this like cutting off your nose to spite your face?
On Jun.30.2008 at 06:38 PM
Sketchee’s comment is:
The star always made me think of Macy's. I'm not really sure why they had the star in it in the first place. I always liked the pleasant smiley face from the old commercials
On Jun.30.2008 at 06:39 PM
Anonymous’s comment is:
The star looks like the "loading" animation when Mac OS X boots up.
On Jun.30.2008 at 07:01 PM
ForStudentPower’s comment is:
It's a sign that we on the anti-corporate left are winning, at least to a certain extent.
Branding is EVERYTHING, and the Waltons know that better than most. The fact that there is so much negativity and bad connotations linked to the Wal*Mart logo (not to mention all those snarky parody logos) that they had to go with a radical departure is a good thing, and shows that they are scared.
That they turned it into a bland, instantly forgettable identity is hilarious, but not entirely without precedent.
On Jun.30.2008 at 07:17 PM
Prescott Perez-Fox’s comment is:
Thumbs down! Ain't broke = don't fix.
That asterisk means nothing to me, and the type is pedestrian. I dunno what they're trying to "become", but they're failing. At least with the Big Blue logo it had a sense of scale and dominance.
On Jun.30.2008 at 07:25 PM
Alfonso’s comment is:
"The change to title case helps humanize Walmart with a name that reads more like John, Albert, Sarah or Wilbur [...]"
Or Satan.
On Jun.30.2008 at 07:27 PM
Smart@ss Moniker’s comment is:
The burst reminds me more of Holiday Inn than Wallpaper*...
The blandness doesn't bother me but I actually dislike this sort of indecisive font face. Walmart? is what I'm reading.
On Jun.30.2008 at 07:57 PM
Paul Lloyd Johnson’s comment is:
was this too obvious?
On Jun.30.2008 at 08:00 PM
Corey Buckner’s comment is:
Man is walmart cheap. "Save Money. Live Better." that must be their corporate business model for the way they do business as in save money by exporting labor to the third world, and live better by having healthcare bennefits that only executives can reasonably afford. Thsi logo looks like they openned it up to a highschool design contest instead of hiring a great, expensive designer. That's just what it looks like to me.
One thing they certainly did was ccapture that, cater to nobody, exclude no one look that these faceless, monsy-grubbing corporations love so much. This logo completely lacks ANY identity!
You would think the world's largers retailer could afford to have a logo with more than two colors? But hey, they didn't become rich and powerful for nothing right?
On Jun.30.2008 at 08:02 PM
Paul Lloyd Johnson’s comment is:
oops! sorry
On Jun.30.2008 at 08:06 PM
David B.’s comment is:
A simple color refresh might've been enough...
jean claude vanMammal’s comment is:
at least they are sort of practicing what they preach.
save money = logo for $59.95
live better= Director of Marketing uses extra $100K left over from branding update to go to Aruba.
B. Fezzi’s comment is:
My eye was instantly drawn to the star thingy - and the first thing that popped into my head was "Holiday Inn". I lived near one growing up and that neon white star with multi-colored burst surrounding it (70's) is burned into my brain.
On Jun.30.2008 at 08:12 PM
Nametag’s comment is:
SuperTarget OLD
SuperTarget NEW
Now here is a change in logo that produced an immediate "Wow" reaction in me when I saw it for the first time plastered on a store that was under construction in my town. The new Walmart logo really doesn't do too much for me. WalMart can change to wood flooring in the clothing department and do everything it can to make the store seem more upscale, but it doesn't do too much to change my perception of the store.
Look at McDonalds and how they are changing the place into a more upscale interior. Yeah, nothing says upsacle like homeless men hanging out drinking $1 coffee and eating $1 double cheeseburgers. EVERY retail and fast food place is making themselves over to have a more upscale appearance. When everyong is trying to bring upscale-ness into themselves, no one stands apart anymore.
On Jun.30.2008 at 08:18 PM
pdob’s comment is:
Anyone know what the typeface is that they used? Looks new. Unfamiliar to me, at least.
On Jun.30.2008 at 08:28 PM
Emily’s comment is:
That is sincerely the most ridiculous logo ever, their advertising agency should be FIRED!!
On Jun.30.2008 at 08:42 PM
Alex’s comment is:
Glad I'm not the only one who saw an asshole. Somebody goatse that logo stat!
On Jun.30.2008 at 08:54 PM
Jerry Kuyper’s comment is:
To those of you with the scatological obsession, I might suggest you are looking for love (or logos) in all the wrong places.
On Jun.30.2008 at 09:06 PM
Derek’s comment is:
Guys, look at the star dashes again... It's a stylized W on top of an M. It's a bad attempt at a futuristic logo.
On Jun.30.2008 at 09:10 PM
my’s comment is:
Is that yellow logo thing that formerly-ubiquitous-in-ads smiley face being blown up?
On Jun.30.2008 at 09:10 PM
brandy’s comment is:
"Guys, look at the star dashes again... It's a stylized W on top of an M. It's a bad attempt at a futuristic logo."
Oh Derek, you give Lippinschlock way, way too much credit I'm afraid.
On Jun.30.2008 at 09:23 PM
brandy’s comment is:
Don't block the big box.
This Walmart "thang"... oh dear, wishing it was April 1st…clicking my heels together...there's no place like home, there's no place like home...it's still there...the best part is the way it was "unveiled" like a cheap floozy in a "made in china" polyester track suit wrapped up in a cheesy, bad, rendering...very fitting actually. Actually launching this thang properly would have called even more attention to the complete and utter unoriginality of it all.
On Jun.30.2008 at 09:34 PM
Gary Peare’s comment is:
Star looks like a mark from the drive center on a lathe. Makes me think of that old cartoon where they turn huge logs into single toothpicks. Meh.
On Jun.30.2008 at 09:36 PM
Glenn ’s comment is:
Another lame attempt by the folks at Buy 'N Large...
On Jun.30.2008 at 09:37 PM
Chris’s comment is:
I never liked Wal-Mart. Now i have something else to hate about them. Nice new logo! HA!
On Jun.30.2008 at 09:39 PM
brandy’s comment is:
…and another thing…way to go whoever the propeller-head was that thought throwing the star out was a good idea…they owned that for crissakes…start there kids…yes it was a hyphen but it could have been liberated and made into the biggest star…an American Idol!
On Jun.30.2008 at 09:40 PM
T-Bone’s comment is:
Bair’s comment is:
Hey- here's something...who really gives a shit?
On Jun.30.2008 at 10:12 PM
DKM’s comment is:
It looks like an homage to Aflac. The asterisk-burst even looks like 6 beaks. But anyway, maybe I'm a corporate product of the 90s, but so does this mean everyone is now abandoning the bold blue of stability and strength to pastels of light and airy? Either way, I don't care; just throwing in my pennies.
On Jun.30.2008 at 10:19 PM
Stephen Coles’s comment is:
> Anyone know what the typeface is that they used?
It's simply Myriad Bold with a few modifications such as curved bottoms on the 'W' and 'a', a slightly larger counter on the 'a', and retooled 't' with a snipped horizontal stroke.
Funny to hear people ripping on it as "bland" when it's the same typeface used by everyone's favorite brand: Apple. I guess difference is the setting and mindshare.
On Jun.30.2008 at 10:38 PM
Gene’s comment is:
My first thought upon seeing the starburst/goatse/asterisk/explosion was that it was missing the dot in the center that would complete the exclamation points.
On Jun.30.2008 at 10:44 PM
pdob’s comment is:
Thanks, Stephen – that could be it.
Funny to hear people ripping on it as "bland" when it's the same typeface used by everyone's favorite brand: Apple. I guess difference is the setting and mindshare.
Yeah, I think the overemotional, visceral reaction is more about animus toward Walmart than it is about legitimate design criticism. Nice language too!
On Jun.30.2008 at 10:47 PM
jacqueline c’s comment is:
When I heard about Wal-Mart's new logo, I immediately skipped on over here to see if it had been posted, and it had! I love Brand New.
People here are so quick to see poop, though. First the Tasti turd and now the BM, I mean WM, anus.
Anyway, I think this logo is kind of a shrinking violet, even with the obnoxious burst. I'm not getting the conversion to "Walmart," either.
On Jun.30.2008 at 10:50 PM
Sue Steele’s comment is:
Are you serious??! This is just ridiculous. The old logo is much more striking....this looks like a boring 70's logo! And don't you just wonder how much money was wasted on this pathetic attempt at "cool"? Even the COLORS are worse! hahahaha
On Jun.30.2008 at 11:07 PM
Pedro’s comment is:
Totaly agree with Jerry K's on both comments. great insight J.
Personal issues aside...I think the one word and initial cap treatment is a very nice improvement. No longer that bulky all cap generic type. the move away from a military star symbol to more of a friendly sun symbol is probably a positive. I hope the change doesnt stop with just a logo. They'll need more than a new logo to gain mindshare among consumers.
On Jun.30.2008 at 11:11 PM
Bora Nikolic’s comment is:
All subjectivity aside, I think that the new logo fulfills it's duty quite nicely. The selected type is far more human and organic than the previous version (set in a variation of Antique Olive). Walmart is pretty brave to do this, but risks are sometime necessary in order to advance the brand.
I'm not quite certain about the mark, it may be a tad to modern for the masses.
In conclusion, I think that Lippincott earned their keep with this one.
Have a look at the statement by the Walmart spokesman Kevin Gardner:
"This logo update is simply a reflection of the refreshed image of our stores and our renewed sense of purpose of helping people save money so they can live better,"
I think the new logo captures it verbatim.
On Jul.01.2008 at 12:05 AM
Nathan Duran’s comment is:
I think the use of an indeterminate progress indicator is a powerful metaphor for something important.
On Jul.01.2008 at 12:43 AM
MADPHILL’s comment is:
Pretty sure the rendering is from Sketchup.
I think the mark represents that the bubble has burst for ole' WalMart. I gave up their low prices for experience a long time ago.
Goodbye WalMart, hello Publix.
Design wins again...bitches.
R’s comment is:
I think this logo works much better than the old one, the old one was just blatant coporate blandness. This one is still corporate, but there's some life in it. The rendering sucks though.
On Jul.01.2008 at 02:05 AM
nameless’s comment is:
The logo is a design element used and designed for the Wal-Mart TV network.
On Jul.01.2008 at 02:17 AM
J’s comment is:
wow is this all walmart could come up with? I mean Lippincott, I would think got a lot a money for this, and this is what you get? I for one would like to see other logos they decided not to use because there had to be something better than this. But they have the right idea to change logos though. But I for one hope they will rethink and choose something else. Maybe let the public choose the new logo?
On Jul.01.2008 at 02:40 AM
Gm’s comment is:
"Maybe let the public choose the new logo?"
Yes. And maybe let graphic designers design nuclear reactors and pay NASA scientists to serve our chips, and have musicians certify our skyscrapers.
On Jul.01.2008 at 02:59 AM
Dale Harris’s comment is:
The rebrand reminds me alot of the recent rebrand of Australian department store Big W
Even the tagline 'Save Money. Live Better.' seems derivative, Big W's tagline is 'Live big for less.'
I actually went and had a hunt to see if Walmart owns some of Woolworths (Big W's parent). ;)
On Jul.01.2008 at 04:07 AM
Gm’s comment is:
Hey that IS interesting. Both Big W and WalMart went from dark blue monolithic wordmarks to pansy, thin and unbalanced light blue wordmarks at about the same time.
That Big W re-jig annoys the hell out of me -- aside from the logo some of the new visual identity would be none too shabby if it had had an ounce of thought put into it. It was done by an ad agency, which is curious since the logo doesn't work in ANY their advertising.
On Jul.01.2008 at 05:30 AM
Tim’s comment is:
Maybe I'm reading TOO much into it, but I see the mark as at least hinting at the price-scanner target, especially the older ones where the frame had the same star shape to help guide the user to aim the UPC.
I suppose the name reconfiguration will wreak havoc with the AP Stylebook for a while as well.
I don't hate it.
On Jul.01.2008 at 07:32 AM
Matt’s comment is:
Boring. I liked the old logo. This just seems bland. Its too bad because Walmart is the best thing to happen to the poor- cheaper prices means they can make their dollar go farther. Its too bad the image and reputation they have is inaccurate.
On Jul.01.2008 at 07:41 AM
Anonymous’s comment is:
Why in the world would they put an asterisk after the name? I keep looking for the footnote.
On Jul.01.2008 at 08:04 AM
DougAdams’s comment is:
I'm surprised no one has noticed that the burst is a rip-off of Kurt Vonnegut's drawing of an asshole in "Breakfast of Champions".
On Jul.01.2008 at 08:30 AM
Andy’s comment is:
Dale, Walmart is very much linked to Big W in Australia. The former managing director of Big W's Australian owner is on the board of directors of Walmart (since 2006).
For years the two companies have collaborated.
It is fascinating to see the resemblance of the logo changes, with Big W's happening last year.
Jacob’s comment is:
Old logo: masculine, red-state, militaristic, rural, macho, hard-line, conservative, traditional.
New logo: feminine, blue-state, soft, urban, yuppie, liberal, organic, new-age.
Guess which demographic made Wal-Mart rich? And guess which demographic hates Wal-Mart?
This should be interesting.
On Jul.01.2008 at 08:53 AM
Jeremy’s comment is:
This logo is SO underwhelming. "Hey guys, lets take a Trebuchet-esque font and throw a starburst on it! Sweet!" This logo would have been appropriate 15 years ago, but now it just looks ridiculous.
On Jul.01.2008 at 09:00 AM
George Coghill’s comment is:
I'm with the previous post that said it looks pharmaceutical. Walmart itself is now a drug to their zombie shoppers - Preparation W
On Jul.01.2008 at 09:08 AM
CJ’s comment is:
Wow. I think this really is a big deal, this is a huge brand. Although I like the change from the darker blue (and sometimes red too), this logo seems to lack strength. And I take this from the only place I've seen it used, the website. Gets lost very easily.
On Jul.01.2008 at 09:13 AM
dbrenton’s comment is:
Ehh...i like the colors and the typeface, it's fresh. The burst..hmmm...it's not as awful as everyone says (as usual on this blog). The more i dissect it, the more i like it and all the applications for it. I felt their previous logo was generic. That star could be created in Illustrator with the star tool. This mark took a little time to create. It's like an abstract star or flower...or maybe its a a light turning on. Maybe it's their trademarked smily face guy EXPLODING!! BOOM!!! All in all...not bad. I'm sure it could have been better. But I want to see it's applications first. I feel like it's in the direction of Target. Clean and simple. Maybe they are trying to reach Target shoppers.
On Jul.01.2008 at 09:19 AM
Daniel Campos’s comment is:
Wonderful!
Great job!
On Jul.01.2008 at 09:46 AM
jz’s comment is:
the aforementioned butthole/starburst is intended to represent "bright ideas".
It does appear they are trying to reach Target's customers, or at least prevent their customers from switching over to Target.
Walmart's evil empire perception will be hard to shake though, even with a new friendlier, humanistic look.
On Jul.01.2008 at 10:16 AM
Daniel’s comment is:
Ren - have to agree. Every time I look at the logo, I think "oh, Pac-man was here just a second ago. Huh."
On Jul.01.2008 at 10:17 AM
LadyN’s comment is:
Wallmart is horrible so a horrible logo for a horrible company. It fits. There you go.
I'm glad.
*smiles at Zayre logo* Awww, the memories....
dk’s comment is:
look like WaMu
On Jul.01.2008 at 10:35 AM
Justin Countiss’s comment is:
Note the significance of the color changes. No longer pure Red, White and Blue. A move to a more internationally safe brand. The font is softer and less brash. The colors are gentler. The symbol is softer and moves away from a star (another symbol with national meaning... whether the star is white or yellow).
But the logo is bland. Slogan is o.k. as long as they can live up to it but that will continue to require A LOT of change. No more forcing themselves in communities where they are unwanted such as Ashland, VA and downtown Blacksburg, VA using sneaking tactics and massive lawsuits.
On Jul.01.2008 at 11:00 AM
Soopafabulous’s comment is:
Yikes! Jacob's right! What if this kinder, gentler logo for an unhyphenated Walmart softens the traditional, conservative values of the fundamentalist consumer? If Redneck America loses the machismo of an all-caps, star-spangled logo, will they stop buying their guns and motor oil from a sissified Walmart? (Because really, would you select a hunting rifle from a POS display carrying the new feminine logo?) Will this be the shot in the arm that K-Mart needs to revitalize their sales, picking up the ball and going after the unwashed masses abandoned by Walmart's vag-tastic new identity? Will the new logo attract a new audience for Walmart, or could it subtly change the mindset of its current demographic, saying, "Hey, our new logo's pretty fuggin' gay. Maybe you should look again at your stance on gun control, immigration, and gay marriage. Maybe YOU'RE more gay than you realize. Maybe we should just take off our pants and experiment a little bit..." What if Walmart's cute little abstract logo sparks even the tiniest little bit of tolerance and open-mindedness throughout the bible belt? Could the new asterisk-logo become symbolic of the entire Walmart corporation collapsing into itself?
Then again, maybe it's just a logo. And maybe yuppie soccer moms are educated enough to hate Walmart regardless of hyphens, stars, or asterisks. And maybe Walmart's current customer base is too ignorant and/or brainwashed to give a shit.
Jim’s comment is:
What I love about this logo is it's desperation to duplicate the astounding success of Target's logo...and it ain't never gonna happen. That starburst means absolutely nothing. And... it's ugly.
Similar comments have already been made about comparisons to the Target logo. But I'm not sure how many people realize that Walmart has been trying to copy Target in many ways for years now... and with ZERO success...which I find to be hilarious!
I guess I take some sick fascination in companies that no longer have a clue what to do to save themselves. Walmart, along with Starbucks, were once great American companies. But their greed and conceit have proven to be disastrous for both. No logo refresh is going to save them.
On Jul.01.2008 at 11:30 AM
Stephanie’s comment is:
Like the new fresh look.
On Jul.01.2008 at 11:38 AM
Andrew Boardman’s comment is:
Feh. Not at all horrible, but even the colors just feel a bit weak and underloved. Tagline ain't bad, though!
On Jul.01.2008 at 11:42 AM
Marc’s comment is:
Anne Long’s comment is:
Walmart is going for the cheap on its "new" logo, just like it does with anything else, including the quality of a lot of its merchandise. And let us not forget that a leopard cannot change its spots: Walmart still offers a less-than-quality work environment to its employees and only token efforts in terms of preserving the environment.
On Jul.01.2008 at 12:00 PM
kirk’s comment is:
This kind of looks like a rendering of an R.F.I.D. chip.
On Jul.01.2008 at 12:19 PM
GregM’s comment is:
The type is definitely an improvement. Not brilliant, but an improvement. Removing the hyphen is perfect; reads like a name more than a company, which is what they should want. The starburst...well, they need something and it's, well...okay. Not bad.
Sidenote: It always strikes me as absurd when people criticize Walmart but treat Target like their best friend.
Anonymous’s comment is:
I cannot understand the Walmart bashing. Guys, do you not realize that Walmart is subsidizing your lifestyle? I appreciate that you are willing to pay more money for less choice, but that is a personal choice. The people who do the real work in society are grateful for decent quality goods at a low price.
On Jul.01.2008 at 12:28 PM
Swifty’s comment is:
^^^
I'm afraid, Anonymous, that you and I (and a lot of other people) have differing opinions on the definition of 'decent quality.'
This is definitely an attempt by Walmart to change their perception from a low-end retailer to a higher end one. It remains to be seen whether a simple logo refresh will accomplish that.
On Jul.01.2008 at 01:01 PM
Andrew O.’s comment is:
"Sidenote: It always strikes me as absurd when people criticize Walmart but treat Target like their best friend."
Actually, I get that. I enjoy myself at Target. it's a nice environment. That may be the result of several intangibles, but I think it's mostly the thought and design that results in a positive experience for me.
On the other hand, every Wal-Mart I've been to has been dingy, unorganized and really just overpoweringly "cheap" in every aspect. I know my experiences are anecdotal but they're also not uncommon.
But if you're talking from an economic/social justice standpoint, then yeah, there isn't much of a gap between the two. But as a consumer I'd gladly visit a Target over a Wal-Mart any time the need arises.
On Jul.01.2008 at 01:10 PM
Mat’s comment is:
They should just have the Chinese flag up there next to the name--hey, maybe that's what the yellow star is supposed to suggest...!
On Jul.01.2008 at 01:12 PM
Stacy’s comment is:
I might be in the minority here... but I like Walmart. It is a great place for getting things like TP, Papertowels, household items, etc. It is basically the same stuff you find in other stores, but usually a bit cheaper.
As for the logo, I prefer the old one. I am not sure how well the new logo is going to stand up on the sides of buildings when people are looking for one on a highway going 70 miles an hour (the reality of folks who travel alot and there is usually a Walmart nearby to stop at).
I also like the tagline, which Walmart has been using for awhile now on their commercials.
Walmart is what it is. I know alot of people here seem to be huge Target fans (which is really just a spiffier and more expensive version of Wal-mart in all reality), but where I grew up we didn't have one of those, we had a K-Mart or a Wal-mart, and usually the super walmart was the better choice overall for everything - including groceries.
On Jul.01.2008 at 01:33 PM
Yuste’s comment is:
looks so "milk"
On Jul.01.2008 at 01:46 PM
Yuste’s comment is:
check parmalat logo or another milk brands
On Jul.01.2008 at 01:47 PM
Mark M’s comment is:
So does this change their cheer, with the removal of the "squiggly"?
http://walmartstores.com/AboutUs/320.aspx
On Jul.01.2008 at 02:02 PM
Nick’s comment is:
that brings up a new question....
why do they do a "pocket tap" in the UK and whose pocket are they tapping there?!?
On Jul.01.2008 at 02:24 PM
TonyS’s comment is:
Yup, Armin, a Walmart spokesperson has confirmed: "Lippincott has been working with our marketing team on our branding efforts for some time now."
On Jul.01.2008 at 02:28 PM
T.G.’s comment is:
New logo; same old corporate rapist.
On Jul.01.2008 at 03:13 PM
Andrew J Klein’s comment is:
does anyone else see a ball in the middle of the star thingy? - I get a pseudo 3-d effect if I stare at it long enough
On Jul.01.2008 at 03:17 PM
David Nix’s comment is:
I'm fine with the type, I think it is more friendly and accessible than the current monolith. The icon is eh. I've seen a change in their tone of advertising lately, so it doesn't surprise me that this was coming.
That said, this has to translate to the entire shopping experience. The store appearance, staff, uniforms, housekeeping, everything needs to be looked at.
On Jul.01.2008 at 03:45 PM
Joe Szczepaniak’s comment is:
I took the day to think about this one ( and last night since i slept on it).
I think it's a good idenityt mark. The typeface is friendly and clean. The chice to incorporate lowercase letters is an obvious decision to make Wal-Mart appear less imperial (WAL*MART vs Walmart*). The colors fit in perfectly with their existing "rollback" collateral, but fit well in this context as well.
Do I hate WalMart? Yes. Is this logo bad? No. I've read Breakfast of Champions too (DougAdams), and I think the individual shapes here are seperate enough from one another to avoid that lest someone is looking for flaws.
On Jul.01.2008 at 04:07 PM
Scott Girard’s comment is:
Zayre went out of business-- couldn't help but notice the resemblance of the logos...
On Jul.01.2008 at 04:28 PM
Austin’s comment is:
this is what i saw when i looked at it .
Jim’s comment is:
I'm not sure whether I should look for a footnote (because there's an asterisk there), or if they are disappearing letter-by-letter (because that looks like a "plink" teleport SFX).
On Jul.01.2008 at 04:51 PM
TY’s comment is:
Lippincott website:
On Jul.01.2008 at 07:36 PM
Wünderwoman’s comment is:
Perfectly gross.
On Jul.01.2008 at 08:11 PM
Anonymous’s comment is:
Proof we've simply run out of good logos.
On Jul.01.2008 at 09:07 PM
JT’s comment is:
Folks, this just seems back to the 70's to me...just like that Zayre logo they showed. Zayre fell hard in 1988 as well, so that's not a good analogy. The whole idea of everything right now is just as crazy as the 70's (and as stupid). While it looks kinda cool now, these funky styles will be ripped down with a vengeance in the next decades (remember the 80's and 90's were spent erasing the 70's). I can see that logo lasting five years tops if it does come off the ground. The old logo was so very 90's, and quite frankly it represents its store very, very well. Wal-Mart became what it was in the 90's, and they are ridiculous thinking they are going to truly attract the snooty rich liberal clientele without completely alienating their bread and butter. Personally, the upscaling of everything is ironic considering that most people are becoming poorer lately.
On Jul.01.2008 at 10:42 PM
D Rho’s comment is:
Don't be haters just because it's way simple.
Actually it's really quite brilliant, I think. It'a all about the typography and the feeling/impression that it gives those who read/interpret it.
Wal Mart is suffering from being seen as an imposing, massive super-institution that gobbles up dollars and small business, harms the environment, and exploits third world countries.
This logo, as lame and plain as it is, gives people a more calm, nice, enviro-friendly, global utopian feel to it. It's actually a very intellectual and ingenious design that bears tons of meaning underneath its quite plain surface.
Kudos to Wal Mart for recognizing this.
On Jul.01.2008 at 11:20 PM
curtg’s comment is:
Just watched Wall-E. In the future (not so distant from now) Wallmart's logo will be "Buy N Large", or Big N Large as the case may be.
On Jul.01.2008 at 11:47 PM
JP’s comment is:
I didn't really need another reason to dislike Wal*Mart but thank god i have had it reinforced.
What i'm really curious about is how the Lippincott's, FutureBrands, etc ever stay in business. It seems as though the clients were completely oblivious to the fact that the account people were saying "here's the first check for my new yacht" versus any sort of generic brand bullshitting that eventually led to this preemy being adopted by America's loathsomest company.
On Jul.02.2008 at 01:49 AM
Von Glitschka’s comment is:
I am still waiting for a good logo to load.
On Jul.02.2008 at 03:14 AM
Anonymous’s comment is:
This new logo has a lot to stand on, and I can't quite comprehend why, in any way, the previous/current logo would be preferred over this one. It was all-caps, boring, bold typeface with a star as a hyphen...ooooh, how clever.
The new logo has much more to visually offer--a softer, cleaner color palette, simple type with subtle personalization, a friendlier overall feel, and a somewhat catchy tagline (although I don't think it's quite true).
The mark, on the other hand, seems lacking. I like the way the color plays with the blue, but the use of 6 radial lines just seems too generic for me. While it is simple and could become easily recognizable on its own, it just doesn't feel solid enough. Even though they're trying for a lighter feel, this just seems like it has too much negative space in the symbol.
The possibility that I see for using this symbol is that it refers to waiting (like for something to load), since they have about 30 registers in the store but only 5 workers manning them.
I do have to say that those of you criticizing the use of only two colors...I hope you're not implying you would rather see some "web 2.0" logo. If so, you should have your commenting privileges revoked.
On Jul.02.2008 at 09:53 AM
Brian’s comment is:
I dislike the consolidation of Wal+Mart into a single word. On the surface it might make it more personable, but "Walmart" as a name for a person or a pet sounds odd. Plus, it doesn't stick to the logic of K-Mart, B-Mart, or Whatever-Mart. That aside, am I the only one who looks at the sun/asterisk thing and sees a knocked out life preserver? If I had to say something positive, I would agree with one of the earlier posts, the color palette is a nice change, they could have updated that and called it a day.
On Jul.02.2008 at 10:00 AM
David Sanchez’s comment is:
I think is a beautiful brand identity refresher. A end of an old negative charged one, to a new beginning. Well done.
On Jul.02.2008 at 10:45 AM
TrendyLyn’s comment is:
It's all about trends. Trends fuel our economy. And what is the latest & greatest at present? The "Going Green" thing. And guess who wants in on this cash crop?
Don't under estimate this clever little logo. Walmart is following the evolutionary footsteps of "green marketing". Let's all Save the Planet... and Live! Their tag: Save Money. Live Better. Sounds close enough to the newest 'world mindset' and owning an eco-friendly store.
Who are they trying to fool? It's called "Greenwashing". GovPro.com has a thorough article from Scot Case (June 2007) about environmental claims and greenwashing. Check it out.
On Jul.02.2008 at 10:52 AM
Davekos’s comment is:
has it turned into an electronic store? i thought it's more of tech touch on the logo.
On Jul.02.2008 at 11:58 AM
andyRespire’s comment is:
Walmart comments are always the same - basically 'I hate them (but won't stop shopping there because it's so cheap)'. The same is true with this logo makeover - most are dogging on it just because it's cool to hate Walmart (even though you still shop there and save money :)
I think this is a great makeover, considering the vastness of the company & brand. Yeah, it looks like a lot of other rebrands in last 5 yrs, but that's not all bad - it's not like they added a millenium swoosh to their logo.
Face it - if this were a company you didn't (claim) to hate, you'd feel different about their new look.
On Jul.02.2008 at 12:00 PM
damon’s comment is:
"Face it - if this were a company you didn't (claim) to hate, you'd feel different about their new look."
nah, it just kinda sucks.
Don Harder’s comment is:
Walmart will always be Walmart, no matter what logo they come up with. That "burst" or "spark" or whatever it is seems done. Maybe they should've taken Cingular's logo. At least it's more humanistic.
On Jul.02.2008 at 12:47 PM
dpwalsh’s comment is:
i have 2 words...
awe * some
On Jul.02.2008 at 01:37 PM
Brett’s comment is:
Wal*Mart wants to be your friend. Roundy-type and a flower-thingy. It's a fairly explicit attempt to shift the brand perception. It may play well with their customer base.
On Jul.02.2008 at 01:43 PM
Geoff’s comment is:
It sings generic, which might not be off. But I imagine it will convey a tamer, anemic vibe as you enter the parking lot and approach the storefront.
On Jul.02.2008 at 02:58 PM
Jeff Fisher LogoMotives’s comment is:
I've only been to a Wal*Mart, or Walmart, once in my life. The new identity isn't going to inspire me to rush out to suburbia for another visit...
On Jul.02.2008 at 03:02 PM
Patrick’s comment is:
Well, I have to say that I actually enjoy the new Wal-Mart logo. I'd like to see what they'll do with it. Will they make the yellow thing "turn"? That would be fun. Living in Toronto, I hated the old logo: too big, too busy, and a dab too american! It also doesn't reflect Wal-Mart Canada and their "buy local" programs. I love the US, but this old logo with the star was giving some resentements to canadian shoppers. It is a more international logo that will be a pleaser to international markets; think China Superstores! Mexican stores! Canadian Stores! I think the logo is actually quite beautiful.
On Jul.02.2008 at 04:54 PM
ChicagoMolly’s comment is:
Irish proverb:
Put silk on a goat and it's still a goat.
Rob’s comment is:
I was @ work (walmart) today, and I read a memo that was on the table in the break room... and other than the logo, nothing was mentioned about changing the store. We will still be paid wages that are less than the poverty level... we will still be treated like slaves rather than human beings... our health care wil be less that sufficent, if there at all... so, as one of my co-workers says on a daily basis... SOS
On Jul.03.2008 at 12:14 AM
Jared’s comment is:
The rendering looks like it was done in Google SketchUp, the freeware which doesn't surprise me since this is Walmart we're talking about.
Also it would appear Walmart is having a bit of an identity crisis. The logo says they're trying to copy Target's visual style and the rendering says they're trying to copy Meijer's architectural style.
For those of you who don't know what the hell Meijer is, it's a Midwest retailer that pioneered the superstore concept in the 1950's.
On Jul.03.2008 at 12:18 AM
gio’s comment is:
doesn't seem like a logo that will last as long as the previous one. Not very unique, and just trying to keep up with a trend.
On Jul.03.2008 at 01:58 AM
John’s comment is:
New logo is ULTRA weak. the 64-81 one is awesome. It looks like they just picked a random symbol to add after the word. the little yellow asterisk says nothing about Wal*mart's brand or essence. And the font is so plain. THey should have done something with the 'W' and made the word a special hand crafted font/logo. a fogo if you will. That is now officially trademarked. no one steal it!
On Jul.03.2008 at 09:22 AM
Peter’s comment is:
Don't have a particular issue with Walmart, but the new proposed logo - just says nothing to me. It's just plain, non-descriptive, ordinary, and generally pretty forgettable. Just about any of the past ones were not too bad, but this one is just not that great. Don't know if they ran it by focus groups before selecting it, but gotta wonder what those people were thinking.
On Jul.03.2008 at 10:11 AM
Critic123’s comment is:
About as lame as Best Western going from blue type on a yellow background to the exact same thing with yellow type on a blue background. Imagine, taking one of the world's most recognized marks and changing it to..........this?
On Jul.03.2008 at 10:28 AM
Mark’s comment is:
What was wrong with the previous one? too obvious to what kind of company this is? told too much of the the truth through it's heavy weight?
Sorry. not falling for it,nice logo, but you can't hide your skeletons Wal*Mart not one bit, fix your problems then fix your image, trying to do it the other away around isn't going to fool anyone, worst PR job ever.
It's just the same company with a new "friendly" face.
Nice try.
On Jul.03.2008 at 03:24 PM
James Welborn’s comment is:
I really love the font, actually. Although -- as someone pointed out -- the snipped "t" does look too much like the K-Mart logo.
I can see the "WM" possibility of the asterisk, which someone mentioned, but if that was their intention, they could have made it much more obvious. At least, they could've intercapped "WalMart" in the logotype.
The star has been identified with Walmart for so long that perhaps the designers thought this revamped star says something about the brand. But to me, it says nothing. And without something obvious, it's open to interpretation.
So, sphincter it is. :)
On Jul.03.2008 at 05:03 PM
john’s comment is:
Total cost for an ad company to come up with that new font: 18 million
On Jul.04.2008 at 05:38 AM
Matt Aubie’s comment is:
I don't think it's great - but it is doing a good job in losing the "military, United States of War" feel the previous mark had. I predict they'll either lose the asteriks in the next couple of years, or start using it as the new smiley face because they couldn't copyright the smiley face.
On Jul.04.2008 at 01:34 PM
PE’s comment is:
Graphic snobs....all of you!
On Jul.04.2008 at 02:58 PM
kyle’s comment is:
why is the "sun" on line with the text making it higher than the text, instead of centered to make the text lie in the center of the "sun"? i dont get that.
On Jul.05.2008 at 01:43 AM
Creative Sherpa’s comment is:
The original tagline was, "Save Money. Live Better. ...unless you work for us or are one of our suppliers. Then we'll just bend you over." Unfortunately, they couldn't make it work with the logo.
Kaushal Karkhanis’s comment is:
ROTFL @ Von Glitschka’s comment and rendition.
I wont be surprised if they have an animated version which does the same thing.
That way, Walmart might have evil plans to pwn the internet, and claim all loading signs are their property! Hell their new identity is already established... tada!
On Jul.05.2008 at 03:28 AM
Jimmy Dolitt’s comment is:
Why do people always have to go and mess things up. Why cant they just leave well enough alone.
JT
http://www.ULtimate-Anonymity.com
tivogirl’s comment is:
They should have just taken the logo with the star and fixed the ugly W and M -- to Helvetica.
On Jul.05.2008 at 11:06 AM
Ryan’s comment is:
Looks a lot like this to me-
On Jul.05.2008 at 11:24 AM
Anonymous’s comment is:
They should go back to the Frontier design. It actually had character and it conjures up a lil `ol tradin` post- not a mega corp that sucks the blood from the earth and excretes out environmental collapse and human exploitation.
On Jul.05.2008 at 11:39 AM
ANON-YMOUS’s comment is:
Whoa whoa whoa, are you trying to say that people with hyphens in their names aren't human? >:(
On Jul.05.2008 at 11:54 AM
SP’s comment is:
This logo SCREAMS conglomerate (which is what Walmart is, but this logo is too soulless for me).
And for anyone who noticed, the "star" had shown up in Walmart imaging and advertising as early as last year.
On Jul.05.2008 at 11:57 AM
Anonymous’s comment is:
looks weak. this logo will be the downfall of walmart
On Jul.05.2008 at 01:53 PM
hmmm’s comment is:
reminds me of...
von mueller’s comment is:
I'd like to see it bigger.
On Jul.06.2008 at 11:28 PM
Jonny’s comment is:
I am trying to like this. The logo redesigns we've seen lately (Holiday Inn, Animal Planet) have left me cold, so I'm beginning to question my objectivity. The abstracted star seems generic, maybe, but seems to agree with the font in the word mark.
On Jul.07.2008 at 09: