Rate the Ad: Walmart: New Logo

Published on .

Last week,Rate the Ad presented the Olympics in Beijing question (the same old games or an international stage for China's human rights record?) as embodied by an ad network juggling two very different clients. The Los Angeles TBWA shop created warm, majestic spots for Visa highlighting athletes and their stories, while, across the Atlantic, Paris made hard-hitting print ads for Amnesty International that name various modes of torture after Olympic sports.

While viewer "andersmaah" reminded Rate the Adsters about the Chinese Communist Party's crimes against humanity, "tytellis" focused on how execution affects the message: "The Amnesty ad is too graphic and doesn't tackle the subject appropriately. I know that Amnesty went for the shock and awe approach but unfortunately this ad will not make people think about China's human rights record but about the bad taste of the ad."

And, only further illustrating the passions and schism tied up in this issue, "noah.tang" comments: "It does represent the incompatible attitude toward the Olympic Games between Chinese, open-minded people and some radicals. At the same time, the Amnesty International ad didn't help in improving China's situation while Visa and Adidas ads truly reflect human passion about Games."

This week, we offer up a new logo from big-box giant, Walmart, which is tossing aside its widely-recognized logo for something decidedly softer. The previous strong, navy block letters and bold star-hyphen were adopted in 1992, the last time the company made a brand mark change. The new look features rounder, lighter blue lettering and a sunny starburst, and will grace American storefronts nationwide this fall. (For a timeline tracking the logo's evolution, visit Walmart's site.) With such omnipresent brand presence and rapidly expanding international presence, why has the Bentonville, Arkansas company changed up its face now? Does it even look like the Walmart Americans have come to know and (maybe) love? Do you miss the sharp, patriotic star? Does the lighter, brighter face with sunny flair match Walmart's newfound commitment to the environment? Tell us what Walmart gains or loses from the new logo, below.
Most Popular
In this article: