But who really cares about what some national news outlet has to say about anything? It's best to listen to an advertising guru* right here in Minnesota.
The creatives behind this new logo hit one out of the park with a brighter blue color. It borders
on a sky blue color (heavy on cyan, light on magenta) as opposed to the old and dated navy blue color used in the logo's previous incarnation.That's where the good things end, though.
Veering away from the strong, blocky sans serif font used in the previous logo could prove dangerous for a brand who prides themselves on low prices. Don't get me wrong, the new typeface for Walmart's logo is fair. It isn't a powerful typeface but it looks softer than Target, their closest competitor. However, Target has maintained their strong, sans-serif typeface (Helvetica, I believe) since day one and has evolved in to the discount retailer that is fashionable and cool to shop at. A new, softer typeface isn't going to shake the stigma that Walmart has and while the typical Walmart shopper will pay little to no attention to something as meaningless to them as a logo, the small percentage who do notice may be confused and shift their shopping dollars elsewhere to a retailer whose image has been consistent for many decades. And what the hell is the deal with Walmart's sun burst (their description) which looks like a faulty asterisk?
(*Advertising Guru is a loose term as most would bill me as a total design hack)
6 comments:
Agreed - this also coming from a marketing "guru."
Does this mean that you don't want me to make YOU an all meat sandwich with a a side of meat?
Hallie :)
It looks wimpy. Too tree hugger-ish.
I think they should put little employees under the walmart name to symbolize how they beat down their employees and take advantage of them for profit!
When people change their logos, printers, sign makers, etc. love it!
I agree with the "wimpy" comment. I'm guessing they came up with this design to save money on blue ink. Now they can water it down.
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