Art and design among other things, such as culture, etc

As observed by Design Observer today, as well as blogs around the web,  Wal-Mart is getting a new logo (Here is a timeline illustrating their visual evolution).

This decision to me, seems a bit unnecessary.  For a company that has been growing and expanding since it’s conception, and a history of providing straightforward affordable products to America’s consumers, a logo that resembles (to me) a combination of a Cialis-like-typography, along with an energy company seems like it merely applied some unneeded make-up on and now just looks excessive. I do understand the reasoning for implementing a more friendly, accessible typeface seeing as Walmart is under fire for its treatment of employees, but as Reena Jana of BusinesWeek says,

“The font used seems to echo a style that appears on Wal-Mart’s current Web site, as well as on its pharmacy prescription bottles, but not in the company’s current logo. As far as getting rid of the star…well, that to me always seemed like the coolest part of the logo. While the asterisk/flower is cute, something about an asterisk suggests a tangential quality. It’s not as assertive or as, well, rock-star-like. And while a flower is certainly pretty, and “organic,” it also comes off as a bit wussy. Maybe Wal-Mart wants to associate itself more with its increasingly eco-friendly identity. But stars (as in the sun), of course, are organic, too.”

I agree with Reena in that, the star is one of my favorite parts.  Just a few days ago, I visited a Supercenter in Somerset, PA and I was again astounded by the monumentality of the building, and the right then, I finally got the Wal-Mart brand.  It totally fit to me.  It was big, bold, and proud to be what it is.   It wasn’t pretending to sell things that were better than they are, it’s cheap stuff and they know that.  (However, as I am lavishing over it’s marketability and design sensibility, I shall note that I do not enjoy going to a Wal-Mart Supercenter, I merely am astonished at the consumer epicenter which it has created. And, if I had a choice, I would purchase well-designed crap over crap, any day.)

The makeover is probably a result of Wal-Mart’s ongoing competition with rival Target.  However, Target uses the always timeless Helvetica and a minimalist, shall I say “Jasper Johns” logo.  They have stuck with it and the Target brand has thrived as a result of its “whitespace.”  Target attracts customers because of its ability to make their consumers feel as though they are buying something of better quality, but in reality their products and labels, etc are just designed much better.

With the Dow dropping below 12,000 points, signifying a weak economy it would seem that Wal-Mart would be able to attract more of its targeted consumers without this revamp which, as we all know is very costly. I think that the shareholders and executives of Wal-Mart should have spent their money on advertising during this time of economic weakness. which not many corporations think to do (mainly, because they don’t have the money, but Wal-Mart obviously does).  Reinvigorate the public as to where to get their products and where to get them cheap.  Stand proud Sam Walton, and don’t lose that pride.

Walmart’s new signage. (Courtesy of Carlson Consulting Engineers)