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Walmart gets a new logo that is as generic as their products.

walmartIt 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 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.


  1. FKNSimple

    July 7, 2008 at 7:57 pm

    Hi Stephen
    What’s your opinion on the logo? Like it hate it?

    THE WM Spark has been used in POS, and in store for a while.

  2. Stephen Gates

    July 8, 2008 at 5:28 am

    From what I have seen so far I don’t love it. I can see how the spark can be seen as an evolution of the star from the old logo but you are going to do a re-branding it should create a mark that is more distinctive not less. By taking that icon out of the middle of the work they have created two marks and you put that spark in a line up with their competition like the Target bullseye and no one is going to be able to pick it out.

  3. ..::bella::..

    July 21, 2008 at 10:15 am


    that’s such a good point… but what does wal-mart have that could stand out against target’s bullseye? target’s done a great job at branding that…

  4. Stephen Gates

    July 21, 2008 at 12:02 pm

    that was point – they have nothing. I look at it that if you are going to go through such a major rebranding shouldn’t you have come out of it with something that could hang with the bullseye?

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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