Wal-Mart’s Logo Change (…er, we mean Walmart)
Walmart has confirmed earlier reports, starting with one in The Wall Street Journal, that it is rolling out a new logo to update its image. Gone will be the use of a hyphen or star between “Wal” and “Mart”. Instead, “Walmart” will be followed by a starburst.
The retailer confirmed it was going to replace the current logo on the front of its stores with the new version beginning this fall. According to a statement on the Walmart website, the company has already begun introducing its new look in “refreshed store signage and recent print advertisements and TV commercials.”
Walmart’s new look, which was in development for two years, is the first time the company has reworked its logo since 1992. A company statement claimed, “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.”
Discussion Question: How important are logos? Does Walmart’s new logo visually convey the image the company is looking to project? Is Walmart making a smart move?
[Author’s Commentary] A post to a BusinessWeek blog illustrates some of the perils associated with logo development. This is even more true when the company using the logo is named Walmart.
A responder called Rick wrote: “The five pointed star that Wal*Mart uses is a symbol of god, peace, and tranquility and should not be replaced by a six pointed star that is the sign of the devil. If Wal*Mart removes the star, it should be replaced with a -Hyphen.”
Another named Andy responded: “I can’t tell if Rick’s comment is sarcastic or not, but besides being hilarious, it’s actually representative of Walmart’s typical customer.”
- Wal-Mart Plans New Logo to Update Image – The Wall Street Journal
- Walmart U.S. Refreshes Stores’ Logo – Wal-Mart Stores, Inc.
- Wal-Mart to revamp logo at its US stores – The Associated Press/Google
- Wal-Mart’s forthcoming logo makeover: a good move? – BusinessWeek