The new logo and brand refresh for Walmart has generated quite the gamut of responses among designers, corporate individuals, and the media. It sports a bolder font, deeper shade of blue, and more refined yellow spark in a try-hard to reinvent its feel without losing recognition.
Below, we’ve summarized the reactions from leading voices in design and marketing, alongside average folks on the internet.
Designers and Marketers Weigh In: Balancing Tradition and Modernization
While many experienced designers in the world of logos and branding have praised the subtlety of Walmart’s change, many have been quick to point out that it certainly falls into the category of a brand refresh, not rebrand. While perhaps not as exciting to glob onto as the recent Jaguar brand rollout (see: disaster), it puts the minor modifications that Walmart made into perspective.
Jon Stapley of Creative Bloq noted:
“It’s a brand refresh, and it’s a pretty good one. The colors do feel bolder and fresher, the font and logo do feel more impactful.”
Allan Peters, a renowned designer with a massive Instagram following (695K at the time of writing), commented on the refresh as he’s done for Jaguar, the Paris Olympics, and others. In his video, he remarked that the refresh came out “wonderfully” and added in the caption that Walmart “transformed an excellent logo into a timeless mark inspired by both the past and the future.”
(Further reading: The Fix is In: Allan Peters and James Martin’s Squabble – When Is It OK to “Fix” Another Designer’s Work?)
Anton Antoniuk, Head of Creative Design at Wrike, also praised the refresh, saying:
“A brand’s visual identity is crucial in conveying its values and mission. Walmart’s logo evolution reflects its commitment to staying relevant in a digital age.”
Polly Hopkins of FutureBrand London weighed in, clarifying that Walmart “isn’t overhauling anything,” but is instead refreshing their look to “enhanc[e] existing equities.”
In another Instagram video, Monster Link Marketing commented on the change, saying the new logo has a “more contemporary feel, aligning with current design trends without straying too far from the brand’s established identity.”
Greg Gammino of Alchemy Design reminded folks in his Instagram review that Walmart’s aim was most likely to modernize in an attempt to effectively compete with Amazon online while still being recognizable to existing brick-and-mortar customers.
Gammino’s comments aren’t without merit. In fact, David Hartman, Walmart’s Vice president of Creative, told Marketing Dive that the changes were “more about aligning the visual expression with how the brand has evolved since 2008” with a focus on “establishing ourself as truly an omnichannel retailer versus just a brick-and-mortar retailer.”
Reddit Community Feedback: Not As Warmly Received
Anthem Communications’ Sage Naumann pinged the /logodesign subreddit for feedback on Walmart’s new logo. Most responses were negative, as compared to the feedback of more well-known designers above. Below are some of the most interesting responses:
WhereAmI-00: “So they darkened the blue and clicked the “bold” button? I need to get into marketing!”
penji-official: “A subtle difference, but I do think it’s an improvement. I always thought Walmart’s old shade of blue was a bit obnoxious, this darker one feels much more welcoming.
VDizzle12: “A slight change that is going to end up costing the company millions and millions of dollars in new signage. What’s the point? Especially since it seems like our local Walmarts have spent the entire past year remodeling to the now obsolete branding. Which means will [sic] see a few years of brand inconsistency. If they really cared they would do something about that god-awful Great Value brand packaging.”
GeeTeeKay474: “I actually think this rebrand is good. I like the new typeface and updated colour palette.”
marriedwithchickens: “They need a new name more that [sic] anything! The name Walmart is synonymous with cheap, trashy, taking advantage of vendors, low class, and lowering property values.”
Conclusion: A Brand in Transition
The rebranding – er, refreshing – of Walmart’s brand has received a wide range of views. Some believe such a subtle change isn’t worth the expense. Others feel that the simplicity is the beauty. Regardless of your thoughts, Walmart has made it clear that they intend to compete in the ever-evolving marketplace. If that means spending millions for minor changes, then gosh darnit, millions it’ll be.