What ever happened to rolling back prices? Or when the happy little smiley face dressed up like a ridiculous cowboy and shot high prices dead? It appears that our little buddy, the generic smiley face, has gone by the wayside for an equally impressive replacement…the asterisk. Well that’s what it looks like at least. I hesitate to call it a logo…it’s more of a service mark really. Just as with the smiley face, you cannot see the asterisk and identify the yellow bugger as Wal-mart. The company’s Web site calls it a star and indicates the entire name is part of the new logo (note that “Wal*Mart” became “Walmart” in the logo). At first I thought this logo was stupid, but after I looked at the history of the company’s logos, it’s the best one its had yet. I imagine we’ll all soon see that sunny asterisk and immediately want to buy discount goods from around the world, but for now it just looks like little smiley got throw at a windshield and they took the resulting mess as the new and improved look for Wal-mart. I never saw any advertising for the new logo; I just noticed it. Apparently it’s from October 2008, so it’s not super super breaking news. Usually re-branding campaigns have something to them, but I guess if you make a small change as the largest company in the world, everyone will notice. It was similar with the “Save Money. Live Better.” tagline they started using recently. It just became a part of the world. Wal-Mart is a bit sneaky. On the upside, it is more middle-class looking and cheerier. They may be on to something here. I guess I was just looking for something more with the logo…did each point in the asterisk represent a company core value or something? Nope, just a star…a battlestar. See the progression of the logo over time.
Oh, and check out this one-time prototype logo for Kmart. They kept their low-class colors though, and they still suck.