1. Launch a logo design to take attention away from or hide other issues in the business.
2. Launch the logo on the employees, instead of with the employees.
3. Change the organization drastically, but only make small refinements to the logo design.
4. Change the logo design drastically, but only make small refinements to the business.
5. Change the logo design dramatically, but fail to communicate the reasons internally.
6. Fail to set expectations with key people and influencers in your organization.
7. Change your logo design while facing bankruptcy protection.
8. Fail to give authentic reasoning for the change to your external stakeholders.
9. Expect a logo design to miraculously fix all your business problems, and just wait for the healing to begin.
10. Fight the change happening in your industry, and then play catch up with a logo design change and expect that to save your future.
We all know that the current economic state is enjoying a lot of press everywhere you look - doomsayers are using words like "bleak", "irreparable" and "no improvement anytime soon".
Social moods obviously are a key influence on design, and the big boys like Walmart are keeping an eye on the public pessimism. Walmart's refreshed logo is a prime example of effectively matching the logo change to the internal business change. Whatever you think of the company that has truly faced a pr battering in recent years, it can't be denied that Walmart has been valiantly attempting to improve especially in environmental and human resources policy. And I sincerely hope these attempts are, well... sincere. Anyway, on to the logo goodness.
First, the old:
Now, the new;
Ahhh. That's better. The blue is brighter, fresher, and the curvacious typeface speaks more of Bob the next door neighbor than Corporal In-Your-Face used to. I like the sunburst - sure, this kind of icon is pretty common these days, but overall: well played, Walmart.