« The Dark Knight at IMAX | Home | Libby’s National Get Back to the Table Month »
Wal-Mart Makeover More Approachable The Correct Path?
By Annie Wong | July 22, 2008
Wal-Mart has changing their logo, does this new identity means a shift in Wal-Mart’s corporate identity? Changing the corporate identity is a dangerous movement and it need to be thought out carefully, but when done right it is very powerful.
The old logo is in bold and all-caps which signals a big personality. On the other hand the new logo is lighter, friendlier, upper and lower case which makes the logo much more approachable. The old logo used deep monopolistic blue which has been replaced with brighter, less ominous cyan which creates a freshness and energy to the identity. In addition the military-style star has been replaced by a bright yellow spark which gives a feeling of contemporary, optimistic and lively. Finally the hyphenated Wal-Mart has changed to one work Walmart which make it feels like a proper name.
Well now the new logo brings a new image to the company but can Walmart change the whole perception that it holds previously? It would be a big makeover from store layout to the people at Walmart they all have to corporate to make the new identity a success.
