NEW: Less Hyphen, More Burst
Walmart (unhyphenated as a single word from now on), one of the largest retailers in the world is launching a new logo. This is what Armin Vit had to say:
They should totally go back to the one they used from 1964-1981. Dress everyone in the stores up in cowboy outfits and sheriff badges, the whole nine yards. Giddy Up!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.
Why the logo change? Reports in the media 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.