It seems to be the season where some of the world’s largest brands need to tinker with their branding. The latest and most under whelming yet was leaked over the weekend for retail giant Walmart. 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 and they had attached an artist rendering showing a new sign over the facade with the new logo. Once it was out in the open and was being picked up by major press outlets the logo suddenly appearing on Walmart.com without a single word about the reasoning or explanation for what the star burst stands for, why they decided to change it or why they wanted to look like an energy company. I have heard rumblings that the new logo was designed by Lippincott which is based here in New York
I am not a fan of the brick and mortar stores but you had to respect their previous logo that was a 16 year old sans serif that was one of the most icon word marks out there. I would guess that the change was to try humanize and soften the look of the brand over their old look but it reads more like a telecommunication or energy company. This one is a head scratcher.