Walmart’s New Branding
I just spent a weekend get-away in Maine. Let me be clear that I was not down there purposely looking for a Walmart…but I couldn’t help but notice one when I saw their new branding in action. I had not heard that they were in the process of a revised branding initiative after 16 years with their now familiar logo. In Canada, we still see this logo:
Now, the switch is on to this in the US…and it is probably only a matter of time in Canada:
Branding is very important. Changing it after establishing a strong brand is a very difficult proposition. My initial response when I saw the new logo on a store sign was not positive. I think the new imaging is weak. The company has built its retail domination over the past 20+ years and this logo does not exude that strength…nor does the “sun-burst” seem to offer any re-connection to the company at all. I am not saying that an image or an “icon” has to mean anything in particular, but if you are going to transform an already “strong” and valued logo, you had better be certain that the new one also exudes even greatr strength. I think Walmart fails on this account. As “Apple” has refined it’s logo over the years it gets stronger with each pass. Other companies try desperately to become more modern and lose their brand strength in the process:
So just keep all this in mind…branding is important. Your logo is important. It takes years to build your identity in the minds of your customers. When you make a drastic change, it can hurt your credibility and recognition…and is it worth it? Much of a company’s monetary value is tied into its brand value. A logo is part of that.
So, will this new branding hurt or help Walmart? Please feel free to share your thoughts below in the comments – I would love to hear your reaction to the new logo.
(New Walmart logo image and Holiday Inn logo’s linked to on “Brand New“)
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