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  1. Wal-Mart will also lose it’s ubiquitous hyphen

    Will it lose its superfluous apostrophe, too?

    /nitpick’d

  2. blong81 says:

    Guess there’ll be no more calling it Wal(star)Mart like my friends and I have been. It’ll now have to be Walmart (star). Or maybe I’ll just call it hell…

  3. Uckofay says:

    This feels like a decision they will regret in the coming years when pastels and sepia tones fall out of the current fashion spotlight.

  4. boss_lady says:

    Reading this immediately made me think of an old analogy… I guess you can give an old dog a haircut, but you sure can’t teach an old dog new tricks.

  5. Mayor McRib says:

    Why would you want to totally revamp one of the most recognizable logos? It’s one thing to tweak it, it’s another thing to totally change it. This will be a major FAIL. Target looks more upscale and people think that they are more expensive. Does Walmart want to perpetuate this? NO. Compare grocery prices between Super Walmarts and Targets. They are inline with each other, yet many think Target is more expensive. You need to look inexpensive if you base your whole marketing experience on being inexpensive.

  6. boss_lady says:

    @The Count of Monte Fisto: I’m bothered by that kind of stuff, too. It’s nothing that a good proofreader can’t fix.

  7. Jay Slatkin says:

    @The Count of Monte Fisto: Lol. Thanks.

  8. Fivetop says:

    That isn’t a starburst. It’s a puckered sphincter. THey are just putting honesty into their advertisements.

  9. bdsakx says:

    I look forward to it, especially if it means a partial makeover to the front of the store near where I live, which looks rather ghastly when I drive by it.

  10. anibundel says:

    Now that WalMart is upgrading to a gentrified looking logo, does that mean we’ll all start pronouncing it with a silent “t” like they do Target?

  11. The new logo has been used in Walmart’s commercials since this past holiday season. I believe it was actually introduced when Sam’s Club revealed their new logo.

  12. GothGirl says:

    Reminds me of the old Zayre logo.

  13. MayorBee says:

    @anibundel: You pronounce Target as “arge”?

  14. AceKicker says:

    Tsk tsk tsk, switching your font to Helvetica does not a successful rebranding campaign make. (Even though everyone else does it.) I think of all your branding issues, your logo should be somewhere near the BOTTOM of the list.

    I guess your marketing department must really be digging for stuff to do since they milked that last creative gem, what was it…, oh yeah, the smiley face.

    P.S. – Burnt Orange? Seriously?

  15. skatastrophe says:

    If they use burnt orange, it will be a sad day for the university of texas.

  16. BlondeGrlz says:

    @AceKicker: They already started renovating one of the Walmarts near me. They made the whole front of the building orange. I do not think it is a good change.

  17. badgeman46 says:

    Um that was exactly the Zayres logo, orange and all. Has wal-mart stooped to copying defunct big-box retail?

    [en.wikipedia.org]

  18. superlayne says:

    @anibundel: Stephan Colbert might have to switch grocery providers.

    This seems like an idea made in fail. Our store recently got a make over, and is now full of fauxwood floors and fancy greeting card shelves. I guess they want it all to match.

  19. BigPapaCherry says:

    @MayorBee:
    No, you say it “Tar-ja” with a long A at the end as if it’s French, like ballet.

    Perhaps I took his question to literally….

  20. PHX602 says:

    Interesting. The burnt orange in the picture sort of looks like dogshit.

    Truth in advertising.

  21. mike says:

    @Mayor McRib:

    Target looks more upscale and people think that they are more expensive.

    I don’t know why that is but I feel the same way. When I go to Target (pronounced ‘tar-jay’), it feels more expensive. I don’t know why…maybe because it’s neater…or the soft music in the background…or the fact there aren’t kids running everywhere. But even though the prices aren’t that much different, when I think “low prices” I think Walmart (much like the slogan).

  22. RBecho says:

    @linus: You just said all the reasons I go to Target. It’s quieter, fewer unruly kids, it’s cleaner, and just seems a bit calmer than Walmart. Every time I go to Walmart (it’s closer to my house so for quick pick ups it wins) it feels cramped, noisy, and dirty.

  23. ErinYay says:

    Walmay!

    Can’t wait to see if they choose avocado green or baby-puke yellow as their accent color.

  24. FuriousGeorge160 says:

    I noticed there little funky yellow apostrophe clock on their gift cards a couple weeks back and knew something was up.
    Oddly enough, just outside of my town, there is a walmart that has been mistakenly painted green instead of blue.
    I always thought it was funny, I mean, how did that conversation go?

    and isn’t the orange going to encroach a little on Home Depot?
    They can usually be found right across the road from each other in Ga, in at least 4 instances I know of personally….
    Bah.
    I’d rather them stick with the blue and yellows from the card.

  25. battra92 says:

    @Mayor McRib: Target gets the “We’re too good for Wal*Mart, crowd.

    Wow, I’ll have to stop typing Wal*Mart and it will just be Walmart. Weird!

    @GothGirl: LOL, I thought the same thing. Very 70s style to it.

  26. ryan89 says:

    Your Targets have music? All the ones around me are dead silent until you are near electronics, then every tv is playing the same annoying music. The eerie silence in Targets actually bothers me.

  27. @badgeman46: To be fair, Zayre uses purely an asterisk, in red text.

  28. yasth says:

    @Mayor McRib: Well they are trying to make middle class people more comfortable with shopping there. Which seems a good idea, I mean a new walmart is actually a fairly decent place. Walmart moving forward knows it has to get middle class consumers to show any growth at all.

    Oh and walmart is cheaper than target just not very much [www.cockeyed.com]

  29. withe011 says:

    The white on burnt orange looks terrible IMHO. I think bright colors are the way to go. As for the starburst, it looks like a basic shape from Illustrator. There’s nothing special about it.

  30. ThinkerTDM says:

    It really does look awful. And if they really wanted to change things, why not change the inside? Perhaps cleaning the floor, putting stock on shelves, and overall not making it look like a dollar store.

  31. Narockstar says:

    @linus: I have found there are two distinct varieties of Target out there: The Tar-jay and the Tar-ghetto. The only Targets near me are, unfortunately, Tar-ghettos. Still beats WalMart.

  32. azntg says:

    Originality and creativity will take you nowhere. Is that the message that Walmart is trying to convey? LOL

  33. GrantDenn says:

    Wow– they put the asshole right on the logo.

  34. GrantDenn says:

    Vonnegut would be thrilled.

  35. NotATool says:

    @boss_lady: Actually, you can teach an old dog new tricks. I saw it on Mythbuters, really.

  36. Ein2015 says:

    EW! I preferred the blue/white. :(

    I don’t like wally-world anyway.

  37. IronicSans says:

    Every time I see a Walmart* I’m going to look for the footnote.

    *sucks.

  38. friendlynerd says:

    @Fivetop:
    I actually LOLed. You win.

  39. Mayor McRib says:

    @yasth:
    Agreed, but most shoppers wouldn’t know that they are that close in price based on the perception of the stores alone.

    Middle class people tend to go more toward Target already, you aren’t going to get them with your new logo. I am middle class and I go to both depending on how fast I need something (Walmart is closer). Your core customers are going to start thinking that Walmart is “looking” more expensive so they might as well go to Target where it’s better anyway. These are all perceptions, but they are generally true. I remember when Target wasn’t as nice and the merchandise is about the same.

  40. Applekid ┬──┬ ノ( ゜-゜ノ) says:

    They should have a smaller star on the floor in front of the front door with the following written on it:

    “* new logo does not signify being any less evil.”

    That way it’ll match the spirit of having a star after something.

  41. Good_Hands says:

    I live less than 5 miles from this “new-signage-Walmart.” There is still no guarantee it will even be built. The neighborhood adjacent to the land has been protesting for nearly 2 years now. They don’t want property values to drop, more traffic, etc. Walmart has re-designed the store at least 5 times – everything from size, to color, to number of parking spaces. The main thing that bothers the people near the site is there are 3 other SuperWalmarts within 6 miles of that location – why do they need another?

    I am sure they will be approved. It will bring more businesses to the area which equals increase in money to the city and county.

    The SuperTarget we shop at is right next door to one of the SuperWalmarts – same entrance, T on the right, W on the left.

    We affectionately refer to the area a Warget.

  42. ophmarketing says:

    @AceKicker: It’s a sans serif font, but it’s not Helvetica. It almost looks more like a variation on Optima.

  43. gnappulicious says:

    @GothGirl:

    Ditto, although the font is different. I think the Zayre font was “Cooper Black”.

  44. BlondeGrlz says:

    @linus: There is no music playing in the background at Target. It was actually a company decision to try and keep things as peaceful as possible. They’re also supposed to avoid making overhead pages, there are no middle-of-the-aisle pallets, and most of the restocking is done during non-business hours.

  45. gnappulicious says:

    Forgot to add that the color/new font also made me think “McDonalds” when I first saw it.

  46. ophmarketing says:

    @ThinkerTDM: Getting rid of the urine smell would be helpful, too. Maybe the new logo comes with a deodorizing disinfectant component.

  47. Pro-Pain says:

    @badgeman46: I LOVED Zayres when I was a kid. It was heartbreaking to me when they boarded up.

  48. bilge says:

    Looks like a puckered bunghole.

  49. JeffM says:

    Wow… that new logo looks a lot like this company’s logo:

    http://www.lsi.com/

    Which looks similar to both

    http://www.etrade.com

    http://www.fedex.com/us/officeprint/main/

    Man- talk about eroding your brand equity- one of these guys needs to sue WAL*MART (I’m sure I won’t be able to stop calling them that) to get them to stop!

  50. Good_Hands says:

    @Mayor McRib

    They asked the rep from our Target if they were worried about being next door to a Walmart.

    He replied, “No, we cater to a different demographic.”

    My wife and I laugh when we pull into Warget. We compare the type of cars in front of each store.

    The “demographic” is clearly visible.

  51. boss_lady says:

    @NotATool: Damn. Foiled again by Jamie and Adam.

  52. jblaze1 says:

    @ McRib. I agree 100%. They should invest in upgrading the old, dirty stores. Some of the new grocery Walmarts are really nice and pleasant to shop in, while the older ones are disgusting.

  53. boss_lady says:

    @BlondeGrlz: It (Target) honestly does feel more peaceful to me with no music and no stocking going on midday. I know that they use walkie-talkies, which is probably the most invasive noise you’ll hear in the store. Plus, most Targets I’ve visited don’t have their Electronics department in the middle of the store so that the shit music (usually Nickelback or something) isn’t heard everywhere; I’ve found that every Target I’ve been to has their electronics tucked into the corner, which I appreciate.

  54. boss_lady says:

    @gnappulicious: Maybe they want you to think I’m Lovin’ It upon first glance?

  55. tom2133 says:

    I’m thinking this logo is dated right from the start. Sure, it looks good now, but years from now, what’s going to happen when sans-serifed fonts and burnt orange isn’t “cool” anymore.

    It kind of reminds me when you look at stuff from the 90s. The trend was thick, condensed serifed fonts in weird colors. I wonder if Walmart is trying too hard?

    I do admit though that their new stores are looking nicer. The color schemes outside and inside seem cleaner, more blended in with the area, instead of a big gray and blue box out in the middle of nowhere.

  56. retailnomore says:

    Is it terrible that I really want one of the old signs?!

  57. MayorBee says:

    What about the Wal-Mart chant? What are they gonna say for “Give me a squiggly!”?

    [walmartstores.com]

    Hmm…why is the cheer in Canada in Spanish? Is Spanish that dominant a language up there? I always thought it was English and French. Oh well, that’s what I get for getting my law degree at CostCo.

  58. katylostherart says:

    it makes me think of the early 60s and bad art deco.

  59. Chairman-Meow says:

    Funny but I agree with most people about Taget vs Walmart*

    Target stores are clean, well lit and have nice wide aisles. It gives the store a much more upscale look than it really is.

    Meanwhile, Every time i go into a Walmart* I feel as if a Major Apocalypse is about to descend upon mankind and every is clearing the shelves in a panic.

    There is no way Walmart* is going to beat Target. First off, Walmart* would have to get rid of most of the people who shop at their stores. These people *match* the level of Dystopia that is your local Walmart*.

  60. KatieKate93 says:

    Looks like somebody needs to go back and re-read Breakfast of Champions ;)

  61. picardia says:

    It makes me think of New Coke.

    Seriously, that’s a pretty lousy logo — not very attention-grabbing on its own, and completely devoid of connection to the old, iconic image. I can’t imagine that this is going to last long.

  62. You-Me-Us says:

    Rodin could have sculpted The Thinker out a pile of shit, and while it might have looked better it would still be shit.

  63. tom2133 says:

    @JeffM:

    You know what… it also kind of looks like the Yoplait yogurt logo, without the flower stem too..

  64. kmiles says:

    They also have the logo in blue and yellow…
    [walmartstores.com]

  65. parnote says:

    A wolf in sheep’s clothing is still a wolf.

  66. ElizabethD says:

    I kind of like it. Much better than the blue atrocity, anyway.

  67. mac-phisto says:

    @MayorBee: see Fivetop‘s comment.

    give me a puckered sphincter! *everyone tenses up & goes EEERRRR!*

  68. Grabraham says:

    After 46 years they have decided to stop SHOUTING goodbye WALMART, WAL-MART, WAL*MART- hello Walmart*

  69. milk says:

    As a Longhorn, I’m offended by their color choice. Hmph.

  70. kspray-dad says:

    According to [walmartstores.com] the current logo has only been in place since 1992. That’d be 16 years not 20 years no? Or did Walmart* source the Gregorian Calendar from China in order to cut 4 years out of the mix?

  71. MissPeacock says:

    My boyfriend has convinced me not to shop at Wal-Mart any more, but I have to admit that I like the new logo. It’s clean and crisp and refreshing. Quite modern. It’s not bulky or busy and it’s pretty easy on the eyes (unlike that hulking, bold text they use now). I’m not sure how effective it will be, but I dig the logo.

  72. flipx says:

    Walmart*

    * Feel free to rate the service that you received today.

  73. bobbleheadr says:

    I wonder if it has anything to do with some of the local shopping plazas? I know they were forced out of one near Baltimore and werent able to move into another one near me because the color scheme. The centers want everyone to be neutral, so maybe burnt orange fits better then bright blue.

  74. no.no.notorious says:

    maybe they’re trying to look more earth friendly with earthy colors

  75. ironchef says:

    Fugly.

    Plus the symbol looks like a circular progress bar that spins on and on forever.

  76. I’m all for it. It’s very different, which is why I like it so much. The old logo does scream cheap, whereas the new one to me says “I’m a nice place to shop.” @Mayor McRib: While what you said is partly true, that given the choice, I’d still just as soon go to target, there’s a much greater chance I’d go to Walmart with this branding, than the chance I’d go to current WAL*MART. So I as a middle class consumer am drawn more toward Walmart by this change.

  77. Jenng says:

    It should be WalMart = FAIL

  78. Triborough says:

    It should be red and yellow with Chinese characters that say “Supporter of the Revolution.”

  79. LUV2CattleCall says:

    The West Des Moines Wal-Mart looks great inside, even my Wal-Mart hating friends can’t deny that!

    This one’s not too bad looking on the outside – the new logo will only make it better

    [www.ecorazzi.com]

  80. theblackdog says:

    So will the workers have to wear burnt orange vests as well?

    Sorry WalMart, despite the logo change you won’t stop from hiring losers like my ex.

  81. cruz4u says:

    As an Aggie, I’m offended by their color choice as well.

  82. Secondly the core constituency of WM’s shoppers won’t ever defect. They’d still shop there if the store logo just changed to a giant “FUCK YOU!” So they really don’t have to worry about driving them off.

  83. starpugbug says:

    burnt orange, so less evil. really, just own it wal-mart. you’ll always be a hyphen on a sea of blue to me

  84. ChuckECheese says:

    First WM stole the smiley face; now they’re taking our daisies.

  85. SinA says:

    the * still looks like an asshole

  86. fuzzymuffins says:

    that little starburst is perfect.

    looks like an anus.

  87. superflippy says:

    I think it’s perfect that the company is rebranding itself from Wal-Mart to Walmart*. Because you should always read the fine print.

  88. dtmoore says:

    @LUV2CattleCall:
    I’m in des moines too! White the wdm one isn’t bad, have you ever been over to the one on 73rd? yuch.

  89. IMHO, anyone who pronounces Target as “Tar-jay” should be shot in the face. Not necesarilly killed, but definintely shot.

  90. ekthesy says:

    Lipstick, meet pig.

  91. Savage says:

    No matter how much you polish a turd it still stinks! (And Walmart is the biggest one.)

  92. DeafLEGO says:

    WTF?!?!? That’s it! Shoot yourself in your sorry ass! God what a BUTT FUGLY logo! This is right up there with that stupid Sears logo of striped letters. How much did these morons pay for this new logo?

  93. It looks like it belongs on my mother’s refrigerator–the one she had in 1973.

  94. Communist Pope says:

    Funniest thing about that star? It looks just like the “o” used in the Butthole Surfers’ logo. Meaning, they’ll now be sporting a big ol’ butthole on their logo. Good thinking!

  95. ELC says:

    @AceKicker: Maybe it’s just for this store – it is UT country in TN – Big Orange all the way! :)

  96. ELC says:

    @FuriousGeorge160: Not a mistake – several of the newer ones I’ve seen have green instead of blue. I think it makes them “blend” in more with the surroundings.

  97. ianmac47 says:

    They are clearly trying to appeal to a broader market. You know, the market of people who have teeth.

  98. Aphex242 says:

    Wow that’s ass ugly.

  99. ohyeahright says:

    All opinions of the company aside, I think the new design looks hideous and the team in charge of it should have been fired long ago. It’s not “clean and bright” like their competitor. It’s thoroughly dull and pumpkin-puke colored. Design fail.

  100. That is a TERRIBLE font. It looks anemic.

  101. ShadowFalls says:

    Why does it look like someone puked on a sign and arranged the food pieces into letters?

  102. joe23521 says:

    That is one cheap looking logo if I’ve ever seen one.

  103. themaskedmarauder says:

    They might as well go with the red and white, too. Smash that pumpkin color!

  104. freepistol says:

    several walmarts in our area changed their colors to hunter green brown and tan, but kept the blue and white logo.

    when they did this they made a remodel team do it. which ment they hired retired little old men and women, house wives looking for a part time job, and students to do the jobs of painting, assembling, disassebling, flooring, and various other jobs none of them had any business doing.

    they did however leave the tile scraping and blow torch handling up to the immigrant workers.

  105. Whiskey Tango Foxtrot says:

    Gee does this mean no more “Give me a Squiggly” during the “start of shift Wal-Mart pep song” anymore?

  106. Mr. B says:

    …hard to believe Wal-Mart could be as stupid as Kodak.

  107. mugczar says:

    kmiles is right about the blue and yellow logo:

    The one being discussed on this post seems to be just one version that will
    be primarily used way out in front of the stores.

    [via Daring Fireball]

  108. mugczar says:

    [sorry if this is a double-post … first one seems to have been eaten]

    kmiles is right about the blue and yellow logo:

    The white and orange logo being discussed here appears to be just one version the company plans to use out in front of the stores (presumably in places where the dirt is red and therefore bricks are in abundance).

    [via Daring Fireball]

  109. varro says:

    @Neecy: Give me a “T”! Give me a “Cat Bunghole”!

    Walmart* – “Always European Graphic Design; Never European Wages and Benefits!”

  110. varro says:

    @West Coast Secessionist: The Idiocracy Early Adopters who shop at Walmart* would call it “faggy”.

  111. baraboo says:

    A man got stabbed in the parking lot of the apartment complex adjacent to Walmart in my town on Sunday. He then drove himself to the Walmart front door (the “emergency vehicles only” area, haha the irony!), then went into the Subway sandwiches restaurant which is just inside our Walmart and asked someone to call an ambulance. Classic and par for the course. Here is a link to the article in our local paper, complete with photo of bloody car door:
    [www.jconline.com]

  112. reznicek111 says:

    Unfortunately, you can’t polish a t-rd:

    Wal-Mart’s new starburst logo mimics the cleaner, brighter sign of competitor Target Corp., with its iconic red-and-white bull’s-eye.

  113. BytheSea says:

    Its target audience is going to whine that they’re being anti-patriotic by losing the red white and blue.

  114. LogicalOne says:

    Will the new signage be manufactured in the USA or in their colony, China?

  115. Parting says:

    @BytheSea: ”Un-patriotic”… Depends, most of Walmart’s stuff is made in CHINA anyway.

  116. SpaceCat85 says:

    Well, that’s fugly, especially the black outline.

    Remember how KMart attempted to “freshen” up its logo with “Big K” in the 1990s, but now uses a 60s/70s-style logo again? Don’t fix what ain’t broken.

  117. HYPEractive says:

    Burnt Orange is the color of baby diarrhea. *horns down*

  118. HungryGrrl says:

    I saw the new starburst thing on signs in the store today.

    Why the hell did I even go in? I didn’t end up buying anything. All I was after was glass cleaner wipes and garden stakes to hold up some of my plants. They didn’t have ANY of the latter, and the clerk in the garden department (who actually did seem to have a clue, he helped another customer find an item before I spoke to him) said he couldn’t remember then having them at all this year. Hello! Garden stakes are pretty standard. I ended up spending my money at Home Depot.

  119. superchou says:

    I would really have preferred they save the millions of dollars that they will waste on this horrid new look to spending it on shit like college scholarships or environmental programs or how about putting it towards the worker’s health care plans.

  120. evilhapposai says:

    So they can afford to do a massive makeover and spend buttloads of money over the next few years changing things but they CANT afford to pay their employees $1 more per hour to help bring them out of the poverty level.

    Walmart = Epic Fail

  121. BlazerUnit says:

    So they removed the hyphen (punctuation) and one capitalized letter from the name. Essentially, they’re dumbing it down for everyone who couldn’t be bothered to write or type it correctly. I’d make a case for intellectual appropriateness.

  122. BlazerUnit says:

    @LogicalOne: Other way around, isn’t it? I’m being serious.

  123. plasticredtophat says:

    awww, now my 4 year old won’t read walmart as

    W-A-L-star-M-A-R-T

    well, at least his spelling will get better..

  124. god_forbids says:

    WTH are they now, Home Depot?

  125. Anonymous says:

    I still won’t shop there. Ever.

  126. Major-General says:

    @linus: Music in the background? At Target? I’ve never been to one playing music… including the one I work at.

    Wal-Mart needs to stop trying to be Target. It’s annoying, it doesn’t do anything to help them, and it’s the wrong move for the company. Which is much the same way I felt when they started doing tv ads.

  127. Major-General says:

    @evilhapposai: True. Oh, I forgot: as a percentage of the minimum wage, I made more working at Wal-Mart in Oklahoma than Target in California.

  128. Kali Mama says:

    The starburst is the new swoosh. Are they trailing along the web design trends?

    It looks like $5 spec work.

  129. mr.dandy says:

    That star looks like the last frame of Pac-Man’s death sequence.

  130. Rectilinear Propagation says:

    @mr.dandy: You win

  131. mariospants says:

    @Fivetop: “puckered sphincter”. I’ll go with that apt description as well.

    Still won’t make me go shopping there, however.

  132. Throwmeabone says:

    Check out their website. It’s already showing the new logo.

  133. DeafLEGO says:

    So instead of the yellow smiley face, we will see yellow cat’s buttholes all over the store? Here a new slogan for them.

    “Walmart… Your Cat’s Butthole Store”