Walmart – Re-branding – SAM
In 2008 Walmart went under a fresh re-branding to broaden their customer appeal without losing sight of their core customer base.
Since the first store opened in 1962 Walmart has been a highly recognizable brand to millions of people and has a global presence as one of the world’s most successful retailers.
Always looking to stay in tune with customers, the retailer undertook a massive initiative to revitalize its brand.
I believe the new font look is friendlier and welcoming where as the old branding was cold and had no character.
Their continued evolution and progression from its less-than-glamorous reputation and image as an invasive retailer with less-than-desirable employment and environmental practices, I think a re-branding was the right move for their company.
There has been no reasoning or no explanation of what the new star burst stands for, or why the decision to change to a single word, all we have to go by is the logo that replaces the 16-year-old sans serif that was as thick and heavy as the beige boxes it adorned for so long. The new logo is rumored to have been designed by New York-based Lippincott.
Woolworths – the largest grocery store in Australia has rebranded its 21 year old previous logo and has rolled out a new identity over 780 stores, including the transformation of the safeway stores in Victoria.
The press release explains –
The new identity introduces a new icon incorporating a stylised ‘W’ with the addition of an abstract leaf symbol representing fresh food. It is also reminiscent of one of the most famous of all Woolworths logos used in the 1970s and it represents a person — as in “The Fresh Food People” and the Woolworths focus on its customers. The new logo was designed by Hulsbosch.
The change is very welcome, it’s an undeniable improvement over the non-logo of before, specially one that treated its tagline with more importance than the name. I like the new icon, there is something refreshing and progressive about it.
In October 2009, it was reported that Apple Inc. had lodged an objection to Woolworths’ trademark application with the Australian Government’s intellectual property agency IP Australia, claiming that the logo resembles its own. The reports said that Apple was concerned that Woolworths had applied for a blanket trademark for the design, so it could be placed on any product – even on electrical goods like computers and music players. Woolworths was not selling its own brand electrical goods then, but a spokeswoman for the company said that, “While we can’t rule anything out, we haven’t got any plans at the moment.”