{"id":445,"date":"2008-07-17T07:00:45","date_gmt":"2008-07-17T14:00:45","guid":{"rendered":"http:\/\/responsiblemarketing.com\/blog\/?p=445"},"modified":"2025-07-01T15:10:09","modified_gmt":"2025-07-01T22:10:09","slug":"walmart-re-brand-starburst-asterisk-or-sphincter","status":"publish","type":"post","link":"https:\/\/www.outsourcemarketing.com\/blog\/walmart-re-brand-starburst-asterisk-or-sphincter\/","title":{"rendered":"Walmart Rebrand: Starburst, asterisk, or sphincter?"},"content":{"rendered":"

Walmart offers always low prices, but at a cost.<\/p>\n

The company has been criticized on a number of fronts including their record with labor, the environment and vendor negotiations. Incredibly, the company accounts for over 11% of the U.S. trade deficit with China, representing nearly 200,000 jobs lost.<\/p>\n

Now we have another reason to pick on them: The Walmart Rebrand.<\/p>\n

Here\u2019s a graphic showing the evolution of the Walmart logo:<\/p>\n

\"\"<\/a><\/p>\n

Walmart offered little explanation for the change:<\/p>\n

For the past two years, a customer focused transformation has been taking place in Walmart’s U.S. business.<\/p>\n

Walmart\u2019s U.S. locations will update store logos as part of an ongoing evolution of its overall brand – customers have already seen this in refreshed store signage and recent print advertisements and TV commercials.<\/p>\n

But what really matters is what happens out there in the stores. This update to the logo is simply a reflection of the refresh taking place inside our stores and our renewed sense of purpose to help people save money so they can live better.<\/p><\/blockquote>\n

Can they be more vague? If they are going to leave the logo open to interpretation, that\u2019s what I\u2019ll do:<\/p>\n

The color is more contemporary, and by moving from all upper-case to a capitalized \u201cW\u201d and lower-case letters it’s more approachable.<\/p>\n

But what\u2019s with the ginormous starburst?<\/strong><\/p>\n

At first I wondered why they didn\u2019t read my blog post about marketing without an *<\/a> because that’s what it looks like—a huge asterisk.<\/p>\n

By definition, an asterisk is \u201cused to highlight a particular word or sentence, often to indicate a footnote\u201d or \u201ca blemish in an otherwise outstanding achievement.\u201d<\/p>\n

So, where\u2019s the footnote, and why would you want a logo that looked your company name with an asterisk? Can you imagine AT&T*, Apple*, GM*, Microsoft* or Johnson + Johnson* doing this? No way.<\/p>\n

Should Walmart go out of their way to communicate that they have a blemish (pick one) on their otherwise outstanding achievement (biggest retailer in the world)?<\/p>\n

Even worse, it looks like a big sphincter. So many people already consider them one, does their logo need to look like it?<\/p>\n

You know, great branding can help capture and communicate the way the consumer really feels about a company. When branding is strong it hits a chord, bringing together a company\u2019s strategic objectives, customer experience, and creative vision in a seamless way. And the logo is a core piece of that. Outsource Marketing\u2019s Director of Creative Services Rheana Hersey says<\/a>,<\/p>\n

The meaning behind your logo should be harmonious with the feelings people have about your brand. Your logo takes your brand identity and brand, ties them together in a pretty little bow, and presents them to the world. That tiny little mark does a ton of heavy lifting.<\/p><\/blockquote>\n

Some designs can be misinterpreted, or are unclear, uninspiring, or just plain boring. Any company should get feedback on a logo design<\/a> and consider its many potential associations and implications.<\/p>\n

Hmmm. When you consider how many people feel about Walmart maybe their branding people actually hit the mark.<\/p>\n

Would you agree that Walmart\u2019s new logo is highly irresponsible, even borderline unforgivable? Why or why not?<\/p>\n

Comment below to weigh in.<\/p>\n

. . . <\/strong><\/center>Originally posted on July 17, 2008. Revised on January 20, 2021.<\/span><\/em><\/p>\n

Inspiration for the this post came from the smartbrandblog.<\/p>\n","protected":false},"excerpt":{"rendered":"

Walmart offers always low prices, but at a cost. The company has been criticized on…<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15,2918],"tags":[2609,1677],"class_list":{"0":"post-445","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-branding","7":"category-responsible-marketing","8":"tag-branding","9":"tag-graphic-design"},"acf":[],"yoast_head":"\nWalmart Rebrand: Starburst, asterisk, or sphincter? | Outsource Marketing<\/title>\n<meta name=\"description\" content=\"We have another reason to pick on Walmart: The 2008 Walmart Rebrand. What exactly is the new symbol in their logo? 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