Walmart Rolls Out a Rebrand

Walmart will look a little different the next time shoppers visit a store or the company’s website.

Coverage of the update is putting emphasis on the word “little.”

Walmart is tweaking its look and feel for the first time in years.

The announcement says the move will “embrace both evolution and legacy.” Specific changes include minor updates to the logo font and brand colors. The “spark” logo also got a small rework as well, better positioning it for standalone applications, a la Target’s bullseye and the Amazon smile.

Much of the coverage has been straightforward and positive about the changes. But a subset of mainstream and marketing trade coverage is calling out just how minor some of the updates seem to be.

“Walmart’s New Logo Is Making The Internet Mad” reads one Forbes article.

Branding a Rebrand

In the release, Walmart does call the effort a “comprehensive brand refresh,” but mostly refers to it as an “updated look and feel” and an “evolution.” 

There’s no denying the updates are minor. But design and communications pros know that any change, no matter how small, is a significant undertaking with sprawling implications across channels and uses.

Our brains are hard-wired to resist any change, and news outlets are eager to put their own spin on the update to drive clicks and engagement. Walmart has even joined in on the ribbing by poking fun at its own evolution.

The initial PR push around brand changes is a chance to push out messaging and brand exposure. A few snarky design quips won’t make or break Walmart’s efforts. But the focus should be on what the changes mean for the company’s direction, not what is (or isn’t) different.