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NEW YORK Adweek’s ad critic Barbara Lippert analyzes the new Wal-Mart logo with Brian Collins, chairman and creative director of Collins, a brand innovation and design company based in New York.
In a wide-ranging interview, Collins explores the issues at the heart of the extreme redesign (by Lippincott). It not only softens the colors, the font, and the case, but also changes the spelling of the store name itself, removing the star between the “Wal” and the “Mart” so it’s now all one word, lowercase, followed by a yellow flower-like “spark of energy.”
“Every
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