Already one of the more straightforward logos in the retail world, and certainly one of the best recognized worldwide, the Wal-Mart Stores' logo is getting a makeover. The world's largest retailer, based in Bentonville, AR, will begin replacing logos on the front of its U.S. stores with a new design beginning this fall.
Wal-Mart spokesman, Kevin Gardner, said the change would reflect changes customers already have seen in some store signs and advertisements. "This logo update is simply a reflection of the refreshed image of our stores and our renewed sense of purpose of helping people save money so they can live better," Gardner said in a statement, without offering any further information about the change.
However, according to published reports, the new look will include eliminating the hyphen in the company's name, now shown as a star at its more than 3,600 U.S. stores. The new logo will show the company's name in white letters on an orange background, followed by a small starburst.
The description was based on an artist's rendering that has been filed with planning officials in Memphis, TN. The revamped logo comes as Wal-Mart continues to tweak its image after facing criticism from union led groups and local communities across the nation, opposed to big box store developments.
The company has launched a marketing campaign highlighting its environmentally focused practices and efforts to make health care more affordable for customers through a discounted prescription drug program. Still, Wal-Mart's low cost advantage remains what draws customers, particularly as questions persist about the strength of the U.S. economy.
Sam Walton started Wal-Mart in 1962, opening a single store in nearby Rogers, AK. The company's logo once included lasso like script, still seen on older tractor trailers and distributing centers throughout Arkansas and elsewhere. The company said it last tweaked its logo in 1992. Customers remain most familiar with its current incarnation, a white block-type logo lit against a deep blue background with red lines above and below.
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