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He Said…
Walmart’s old, stodgy logo needed a makeover…bad…The new typeface is more approachable, and friendly. Although I see the rationale behind the “spark” icon, its seems completely generic, and resembles a loading sign for a YouTube video…all and all the new logo is still a step ahead of the old. Eventually this logo will become so ubiquitous that people will start to say the opposite; “that loading sign looks like the Walmart logo.”
She Said…
With change comes resistance and with resistance usually comes criticism. In my experience, the gut reaction to most logo evolutions/changes is primarily negative, especially when the previous brand has been around for a while. Me on the other hand, I am a bit of an optimist. I feel that the new Walmart logo is, at least, a statement of recognition that they must evolve and grow in order to create more positive associations in the mind of consumers. With a competitor like Target, who exudes modernity and eco-friendliness, it is imperative that Walmart regroup and find a way to reconnect with customers. The logo change, although conservative and somewhat generic, has its successes. The typeface is clean and modern with hints of customization and approachability, while the abstract mark could be representative of a plethora of symbols. A few that come to mind are a new idea, a spark or catalyst, the sun (friendly, warm, inviting) or a hub that connects you all your necessities in one place. Overall, I would say that this new logo is an improvement and a step in the right direction. Now let’s see if they implement a new brand strategy.
Check out Brand New by underconsideration.com for more commentary on the new Walmart brand.
He: Nick Irwin, Graphic Designer
She: Kristin Everidge, Graphic Designer