Contest: LogoBids Offers $100 For Best Wal-Mart Logo

Posted by Steve Spalding in Featured | View comments

Issac Hill takes the time to tell us about a contest that his company, LogoBids, is running to create a new Wal*Mart Logo. Logobid is a marketplace where companies can bid to have logos created in a similar fashion to eLance.

Wal-Mart unveiled its new logo design on June 30th.

Wal-Mart, capable of putting up some of the largest numbers any retail outlet has seen in the world has replaced its 17 year old logo that its loyal consumers have come accustomed to. In its place is a logo with light blue lettering and followed by a symbol that represents a sun shining, asterisk or star of some sort. This replaces the long standing all uppercase dark blue lettering with a prominent star serving as its hyphen. Will the new logo represent the “new” Wal-Mart and its continued venture to acquire a new class of customer?





Wal-Mart

Wal-Mart released an official statement regarding its new image, “Wal-Mart’s U.S. locations will update store logos as part of an ongoing evolution of its overall brand”. But we have yet to see the new logo on their parent company’s website walmartstores.com, even though it is currently being used on their consumer site walmart.com.

I thought maybe the new logo and its starburst is a way of going green with their image. It does look organic and Wal-Mart has been making efforts to be an eco-aware company as of late. They have been making a huge PR push to exemplify their position on going green and offering more planet friendly products and packaging. The earthy/sky tones in the new logo surely display a more environmental friendly look.

The biggest problem with their new logo is that it is not distinct. They are a multi-billion, international company that has been successful in branding their name to be synonymous with low cost savings, but their new logo is so bland it could be used by any company. It has no substance or distinct features that make it stand out or represent the company behind it. They need something that is instantly recognizable and delivers their message.

The logo definitely does seem friendlier than their previous logos. They did away with the bold uppercase face type and opted for a smooth edged light blue lowercase type that is more inviting. Who knows, maybe this will appeal to the masses more than the previously bold look with the dominant star in the middle.

Normally there is equity and value in changing a logo to increase brand recognition or fulfill the marketplaces demand for a remake of the company’s image. But in this case I think Wal-Mart fell short and didn’t even come close to meeting the mark. Wal-Mart is a complex company with many unique challenges and the perfect logo is almost non-existent, but a better one is surely not that far away.

LogoBids is running a “fun” contest that pays $100 to the person who can design the best re-design of the new Wal-Mart logo. Of course this is just for fun and not sanctioned by Wal-Mart, but maybe it should be? Who knows, they may just take notice and take heed.