Great analysis, Ziggy! I really appreciate how you delved into the reasoning behind their choices and the research you provided to support your insights. I agree that the changes, while subtle, were necessary to make the design feel fresher and brighter. A brand refresh like this also doubles as a clever marketing strategy for a company of their stature. I also agree with the earlier comments about the Wordmark kerning-it feels far too tight. I’d even suggest reducing the weight of the text slightly to better balance it with the negative space of the logomark. Interestingly, I noticed in their brand guidelines that they don’t seem to combine the logomark and logotype on any of the collateral in their brand portal. Instead, they use a lighter text weight paired with a phrase and the logomark. Could this be an acknowledgment that the current combination doesn’t quite align?
Thanks for the comment! Yeah, after taking a second look at the wordmark, I agree with the comments about the kerning being too tight. In terms of how they treat it in their brand guidelines, could it be a case where they want to treat the wordmark as a pictorial mark rather than a mark that is meant to be read? Thanks for watching!
I’m going to have to disagree with you on the word mark. Taking a longer look at it it’s not as generic as I first thought when I saw it, but I’m having a harder time reading it compared to the previous one due to the smaller space between characters. To be fair, I am a bit dyslexic so it might be worse for me than most, but I still think that a tad bit more spacing would make it look better on their giant store facades.
Thanks for the comment! After looking at the wordmark again I think you’re right. A bit looser kerning could help with readability, especially at different scales. Thanks for watching!
@ziggythedesigner I understand the importance of readability, especially for a brand like Walmart that serves a diverse audience. However, as a globally recognized name, Walmart’s visual identity is firmly established, making immediate recognition more critical than strict readability. The updated shapes convey a fresh, modern feeling that aligns with the brand’s evolution, and the tighter kerning enhances cohesion, particularly for larger-scale applications. Considering Walmart often displays its logo in large formats, this change feels intentional and well-suited to its branding needs.
How do you feel about Walmart’s brand refresh? Are you a fan? Or do you feel they should’ve kept what they had before?
Great analysis, Ziggy! I really appreciate how you delved into the reasoning behind their choices and the research you provided to support your insights. I agree that the changes, while subtle, were necessary to make the design feel fresher and brighter. A brand refresh like this also doubles as a clever marketing strategy for a company of their stature.
I also agree with the earlier comments about the Wordmark kerning-it feels far too tight. I’d even suggest reducing the weight of the text slightly to better balance it with the negative space of the logomark. Interestingly, I noticed in their brand guidelines that they don’t seem to combine the logomark and logotype on any of the collateral in their brand portal. Instead, they use a lighter text weight paired with a phrase and the logomark. Could this be an acknowledgment that the current combination doesn’t quite align?
Thanks for the comment!
Yeah, after taking a second look at the wordmark, I agree with the comments about the kerning being too tight. In terms of how they treat it in their brand guidelines, could it be a case where they want to treat the wordmark as a pictorial mark rather than a mark that is meant to be read?
Thanks for watching!
I’m going to have to disagree with you on the word mark. Taking a longer look at it it’s not as generic as I first thought when I saw it, but I’m having a harder time reading it compared to the previous one due to the smaller space between characters. To be fair, I am a bit dyslexic so it might be worse for me than most, but I still think that a tad bit more spacing would make it look better on their giant store facades.
Thanks for the comment!
After looking at the wordmark again I think you’re right. A bit looser kerning could help with readability, especially at different scales.
Thanks for watching!
@ziggythedesigner I understand the importance of readability, especially for a brand like Walmart that serves a diverse audience. However, as a globally recognized name, Walmart’s visual identity is firmly established, making immediate recognition more critical than strict readability. The updated shapes convey a fresh, modern feeling that aligns with the brand’s evolution, and the tighter kerning enhances cohesion, particularly for larger-scale applications. Considering Walmart often displays its logo in large formats, this change feels intentional and well-suited to its branding needs.